Demand for air travel in the USA is recovering, and domestic flights in particular are already in high demand again. There are also initial indications that the entry restrictions for vaccinated travelers from Europe could soon be eased. For this reason, Lufthansa is launching its #TogetherAgain marketing campaign in the U.S. today. “In recent months, many things have been far away from us: favorite places as well as favorite people. Lufthansa is addressing the fact that we can finally be close to both again with this campaign, which focuses on reunion and togetherness,” says Carsten Hoffmann, Head of Lufthansa Brand Experience. “Through an integrated use of our own channels and targeted online measures, we will still achieve a large reach among vacation and business travelers, even with a greatly reduced budget.”
The campaign tells stories of reunions in digital formats and in Out-of-Home placements with few words, yet great emotion. Stories of families and friends who can embrace each other again, as well as business travelers and partners who can finally meet in person again. And of course, stories of Lufthansa employees looking forward to welcoming more guests from all over the world again. This is why the claim “Lufthansa & You” was chosen for the campaign.
A musical homage to coming together
An Airbus A350 was specially designed with the words “Lufthansa & You” for this claim and has been on “the road” since the end of June as a flying ambassador for the campaign in the Lufthansa route network. The aircraft, christened “Braunschweig,” also plays a leading role in the campaign film. Another key role is played by the Lufthansa Orchestra, which was founded in early 2011 by employees from a wide variety of departments within the company. The orchestra’s 40 or so members perform Grieg’s “Peer Gynt Suite” and thus send the “Braunschweig” on its journey around the world.
Wide reach with a contemporary media strategy
The campaign is presented primarily via online channels, supplemented by Out-of-Home placements in select cities and airports. The emotional brand presence culminates in a digital sales campaign that projects the #TogetherAgain theme onto destinations, experiences and the desire to travel.
The campaign also has an internal effect. “Our employees look forward to meeting our guests. We express this joy with the claim “Lufthansa & You”. The employees have made great efforts in recent months so that Lufthansa can emerge stronger from the crisis. It is precisely this sense of togetherness that is represented by our Lufthansa Orchestra, which is made up of members from all areas of the company. I am delighted about the commitment of the orchestra members, which demonstrates the special spirit of Lufthansa employees during the pandemic,” says Carsten Hoffmann.
The integrated digital campaign was created in close cooperation with Lufthansa lead marketing agency Kolle Rebbe, DDB & Tribal Hamburg and Elbkind Reply. The film was produced by 27km, directed by Alex Schilling. Mindshare is responsible for the holistic media planning.
The campaign video is available at the following Link.