My first post as a VP within Lufthansa at Head Office, tasked with strengthening their global brand presence, came only 12 months after I joined the airline and I had to move from New York back to Europe.
More
What were the challenges
- Raise worldwide awareness and improve the image of Lufthansa
- Develop the brand without sacrificing its well-established recognisability
The approach we took
- Developed a new global advertising strategy together with Young & Rubicam Germany
- Focused on the – easier to implement – customer experience pre-flight (lounge offering)
- Resources: 75 staff, € 125 m budget
The results we achieved
- Introduction of new advertising campaign
- Relaunch of lounge concept across all airports served by the airline