Lufthansa appoints Space for BTL promotion of Berlin flights

Lufthansa has appointed Space to create a below the line campaign to promote its new daily direct flights from Manchester and Birmingham to Berlin from 3 June 2012.

The agency has been briefed to create an extensive integrated marketing campaign targeting current and potential leisure travellers.

Using the theme ‘Willkommen to Berlin’, the campaign will roll out in three phases, with planned marketing including consumer engagement at Birmingham’s Bullring, student marketing initiatives across university campuses and social media, targeted mailings and coordinated radio station promotions across the local areas of both regional airports.

For the two weeks before the launch, the campaign will include eDM bulletins, door drops and coordinated CRM activity.

Dirk Schreier, marketing and pricing manager for UK & Ireland at Lufthansa, 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.”

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