Lufthansa Digital StrategyADV 420

Gavin Schilling

TARGET AUDIENCE

• Lufthansa targets economically savvy multinational consumers while competing against other non-stop carriers.

• Goal is to target multiple consumer segments in a unified voice, while still speaking to each group individually.

• Lufthansa not only acknowledges and understands each of its culturally diverse customers, but as a member of their individual communities.

SOCIAL MEDIA

• Answer customer questions and concerns directly asked by clients via Twitter.

• Combination of Twitter and Instagram• Get clients more attracted by posting pictures and blogs where they can directly comment

• Strictly pictures are posted• Pictures posted are all Lufthansa related• Many unique and luxurious based pictures

WEBSITE

• Online source for customers to book flights

• Look for flight deals and check-in directly on the website

• Learn more about all aspects of the airline

MOBILE APP

• Lufthansa mobile app has 6 main tabs: flight status, book flights, timetable, check-in, my bookings, and miles & more

• Page is professional, organized and readable

• Pictures of the airplane, crew members and many beautiful site seeing pictures of cities

THE BIG IDEA

• Create a social media lounge within the actual Lufthansa business lounge

• Lounge will include 30 mac computers

• Lufthansa homepage to be the instant pop up page when accessing the internet

THE BIG IDEA CONTINUED

• Social media lounge will help the airline gain more attention online

• Mandatory to visit the social media lounge once having crossed the business lounge

• Mandatory for every Lufthansa customer to log in to one of their social media websites and like a post, retweet a tweet, post a comment, or give Lufthansa a follow

SLOGAN

• Lufthansa’s slogan is “Nonstop you.”

• The airline has so much to offer and there is always so much going on with it that it is “Non-stopping.”• Slogan sums up the airline's pledge to its customers.

KEY PERFORMANCE INDICATORS

• Lufthansa’s KPI’s increase every year

• Number of followers, likes, shares, retweets significantly increase each year

• Number of employees increases each year

SOURCES

• http://global-ny.com/wp-content/uploads/2012/05/Lufthansa.pdf• https://en.wikipedia.org/wiki/Lufthansa• Google Images• https://

www.lufthansagroup.com/en/press/news-releases/singleview/archive/2012/march/08/article/2093.html