“Places can change people”: Lufthansa inspires India with new campaign

Lufthansa has launched a new cross-media brand campaign in India to celebrate five explorers who were rewarded with enriching experiences on their travels.

To build on its latest brand claim ‘Say Yes to the World’, Lufthansa launched the #LifeChangingPlaces campaign, inspiring global travellers to explore their limits through visual storytelling.

The campaign, which was conceptualised in 2017, has launched with the story of Somnath Haldar, an IT consultant based in India. Somnath turned to music after discovering New York’s jazz scene. The journey transformed his life, leading him to leave his job and pursue his passion as a music teacher back home in India.

#LifeChangingPlaces includes travel stories set in New York, Mexico, Lofoten, France, and Cape Town. The video highlights can be viewed at www.lifechangingplaces.com/in-en/.

“Places can change people”

Michael Knapp, director of B2C marketing in Asia Pacific, for Lufthansa, said: “Places can change people. They can inspire and motivate them to become more of who they are by opening them up to new experiences. At Lufthansa, we want to enable such experiences for everyone. That is the main goal of our brand campaign.

“As a premium international airline and a proud driver of globalisation, Lufthansa remains committed to being a preferred travel partner to the global Indian who values quality, reliability and a sense of adventure.”

The roll-out of #LifeChangingPlaces in India will leverage tools, creative formats and localised content to enhance delivery of the brand message to target audiences.

One such tool launched for this campaign is the Artificial Intelligence-led ‘Mobile Inspiration Tool’, which recommends potentially ‘life-changing destinations’ based on photos of where users are.

“We wish to serve as an enabler”

George Ettiyil, senior director of sales, in South Asia, for Lufthansa Group Airlines, said: “Our latest marketing campaign lends support to our sales activities in India by reaching out to a new generation of would-be explorers to go on inspirational journeys with Lufthansa. We wish to serve as an enabler for a travel savvy Indian nation to pursue newer adventures and horizons in their quest for self-discovery.”

Over the coming months, Lufthansa will take the campaign further through creative social media concept, specialised targeting, contextual advertising, user experiences and engagement, long-format podcasts, relevant platforms and partnerships, and more.