Airline Lufthansa has appointed agency Space to drive awareness of its new daily direct flights from Manchester and Birmingham to Berlin, which begin operating early next month.
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 agency has 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 at an all inclusive price of £39 one way, to Tegel Airport and complement Lufthansa’s existing routes to Berlin from London Heathrow.
Other activity planned includes email bulletins, door-drops and co-ordinated CRM activity that communicates the values and benefits of Lufthansa as a carrier, alongside promoting Berlin as an ‘unexpected destination’.
Lufthansa marketing and pricing manager for UK & Ireland Dirk Schreier said: “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.”
Space managing partner David Atkinson added: “Lufthansa is a high-performance brand and a globally-renowned airline. 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.”
