Lufthansa appoints Space for integrated campaign

Lufthansa, one of the world’s largest airlines, has appointed Space as its below-the-line agency to drive awareness of the airline’s new daily direct flights from Manchester and Birmingham to Berlin from 3 June 2012.

Space was awarded the account and is rolling out the campaign in three key phases during 2012.

Space has been briefed to develop an extensive integrated marketing campaign targeting current and potential leisure travellers and encouraging them to take short breaks, holidays and trips overseas to Berlin. Having created a campaign theme of ‘Willkommen to Berlin’ to underpin all activity, the team at Space have already planned a series of linked marketing services based on extensive audience profiling.

Utilising Lufthansa’s existing Berlin Wall design assets, this includes consumer engagement at Birmingham’s Bullring, student marketing initiatives across university campuses and social media, targeted mailings, plus coordinated radio station promotions across the catchment areas of both regional airports.

Direct daily flights from Birmingham and Manchester will commence from 3 June 2012 at an all inclusive price of just £39 one way. These flights will operate into the convenient Tegel Airport and complement Lufthansa’s existing routes to Berlin from London Heathrow. Other activity planned in the 2 weeks ahead of the imminent launch includes eDM bulletins, door drops and coordinated CRM activity that communicates the values and benefits of Lufthansa as a carrier, alongside promoting Berlin as an ‘unexpected destination’.

Dirk Schreier, marketing and pricing manager, UK & Ireland, comments: “The team at Space has clearly demonstrated they have the right experience and breadth of skills to help us increase the number of UK leisure travellers choosing Lufthansa to fly them to Berlin. I’ve been encouraged to see their passion and enthusiasm for our plans, as well as their creative approach to the assessment of available media channels, all of which will be essential in attracting and engaging with our target audiences for 2012 and beyond.”

David Atkinson, managing partner of Space, adds: “Lufthansa is a high-performance brand and a globally-renowned airline and we’re very proud to be working with them to grow their business from the UK to Berlin. Together we have developed an exciting plan that engages UK audiences in Berlin as a destination, and then in Lufthansa as the ultimate way to travel there.”