Lufthansa: Say Yes to the World by DDB Latina
- Location:
Instagram is filled with travel inspiration. In fact, 48% of Instagram users rely on Instagram photos and videos to help them choose their next destination. And after a few minutes of scrolling through the photos tagged #travel on Instagram, who wouldn’t want to visit and experience these places for themselves?
Taking it one step further, Lufthansa wants people to be able to use Instagram for more than just travel inspiration. The airline is leveraging their Instagram account (@lufthansa_usa) to give people the chance to book the trip they have been dreaming about and #SayYesToTheWorld with their DM Destination contest.
Starting 9 December, @lufthansa_usa will post images of the nine DM Destinations - Cairo, Tel-Aviv, Amsterdam, and other surprising international locations that Lufthansa flies to. The images will be featured on the airline’s US Instagram profile over the next few days. To enter, people will DM @lufthansa_usa and explain why they want to ‘Say Yes’ to that destination. Lufthansa representatives will review the submissions and judge them on their creativity, originality and connection to the destination. The winner of each DM Destination photo will receive two round-trip Premium Economy tickets booked through Instagram. These tickets will not only enable the winners to visit a new city, they also will allow them to experience a quality flying experience in Lufthansa’s premium economy seats.
In addition to winning a pair of round-trip premium economy tickets for themselves and a guest, the brand will enhance the winners’ Lufthansa experience with surprise and delight moments before take-off.
As part of Lufthansa’s 'Say Yes To The World' global campaign, the DM Destination activation is meant to raise US customers’ awareness of all the breathtaking places the brand can take them to. DM Destination was created by DDB New York and the contest will be supported with paid ads on social media and digital assets. The contest runs through 17 December.
Credits
CLIENT: Lufthansa
Andreas Gassler – Head of Marketing, the Americas
Jeanine Ricci – Marketing Manager, the Americas
Lara Plutzer – Social Media Manager, US
CREATIVE AGENCY: DDB New York
Ari Weiss - Chief Creative Officer, DDB Worldwide
Derek Barnes – DDB New York, Chief Creative Officer
Lisa Topol – DDB New York, Chief Creative Officer
Jeff Prince – DDB New York, Head of Account Management
Ritu Sharma – Global Business Director
Caroline Uffelman – Account Director
Austin DeJonge – Senior Art Director
Andrew Beckman – Senior Copywriter
Alex Danks – Strategist
Taylor Cohen – Senior Digital Strategist
David Fisher – Chief Production Officer
Elizabeth Stebner – Integrated Producer
PRODUCTION COMPANY: Cool Dry Place
PRODUCTION COMPANY: Votigo
MEDIA AGENCY: Mindshare New York
Fred Parachini – Client Lead
Lauren Poplawski – Sr Associate
Shelby Estevez – Associate
Alexandra Geisler – Director Digital
Justin Kim – Manager Digital
Roy Zhou – Sr. Associate Digital
Zaim Zaheer – Associate Digital
MEDIA AGENCY: Mindshare Content +
1. Greg Manago, President
2. Patrick Lylo, Head of Strategy
3. Heidy AbdelKerim, Social Strategist
4. Benjamin Chiang, Art Director
INFLUENCER PARTNERSHIPS: Influentia