PPB January 2016

LUFTHANSA AIRLINES GOES TO GREAT

LENGTHS to reward travel-industry partners and clients,

and with the help of distributor PAW Marketing (UPIC:

PAW), the airline crafts creative campaigns and incentive pro-

grams throughout the year, including these creative examples:

The Project:

Movie Night

The Budget:

Open

Lufthansa was looking for a different way to entertain its

clients, and chose to host Movie Nights throughout the

country at different times of the years and at various venues.

To allow Lufthansa the opportunity present its brand and

message, they selected and customized popcorn boxes, paper

drinking cups and napkins. In addition, retractable banner

stands were offered as an on-demand item for the local mar-

ket to promote the location of each Movie Night.

The Project:

Promoting Premium Economy

The Budget:

Open

Lufthansa took steps to provide an enhanced level of service

by creating a new seating class called Premium Economy.

One step above Economy, Premium Economy offers passen-

gers seven additional inches of space, two checked bags at no

cost, an enhanced dining experience, a complimentary bottle

of water at each seat, an amenity kit and additional entertain-

ment options.

The airline selected various items to aid in the launch of

the new service, including: a reusable bottle, a seven-inch

ruler, mints in a custom tin, a toy rubber duck holding two

suitcases and a set of luggage tags for two bags.

Love Is In The Air

Unpacking The Travel Industry

7.8 million

jobs are in U.S.

travel and tourism

Travel and tourism

generated nearly

1.5 trillion

to the U.S. economy in 2013

U.S. travel and tourism

output generated

2.6 percent

gross domestic

product in 2014

International visitors generated

$220.6 billion

in sales in 2014

In October 2015, nearly

75 percent

of U.S.

residents searched

for near-term (holiday)

travel opportunities

within the U.S.

International travel to the U.S. is

expected to grow by

4.3 percent

annually through 2020

MARKET TO MARKET

44 •

PPB

• JANUARY 2016

GROW

PHOTO BY SERGEY KOHL/SHUTTERSTOCK