In 1993, I had the opportunity to join Lufthansa and become responsible for marketing the airline in the US. Leaving British Airways, where I first had smelled kerosene, wasn’t easy, but the prospect of living in New York was unbeatable.
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What were the challenges
- Put Lufthansa in the evoked set of customers when planning travel to Europe
- Helped implementing the sales & marketing partnership with United Airlines
The approach we took
- Applied the lessons learnt before: rigid focus on the master-brand, integration of all communication above- and below the line
- Launched first joined advertising of UA and LH for North Atlantic routes
- Resources: 17 staff, $ 23 m budget
The results we achieved
- Laid the foundation for Star Alliance to:
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- attain highest market share on North Atlantic
- become the first major airline alliance