Airline Lufthansa has launched a 'Be in Berlin' campaign to promote the city as a short break destination, highlighting the company's direct connections from London Heathrow and Birmingham airports.
Created with Space, the campaign will feature a number of prize opportunities - including flight tickets and Berlin loft accommodation - and the agency has launched a dedicated microsite offering tourist information for travellers. Prize incentives are offered to visitors on the site to encourage sign-ups to the Lufthansa mailing list.
Promotional activity will include advertising on Facebook and across digital, social, regional press and mobile, with an ad being placed on the Metro mobile app.
Theodora Varsamis, Lufthansa marketing and communications manager, said: "This campaign is an excellent example of data delivering great insight and the starting point for a strong creative idea to deliver incremental business for us."
Lufthansa will add to the activity with an email campaign across its current database and the Lufthansa and Birmingham Airport websites will host promotional material.