Making Waves

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Lufthansa (1993 – 1994)

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.



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:
    • attain highest market share on North Atlantic
    • become the first major airline alliance

1993 - 1994


New York

GM Marketing USA