THE CHALLENGE

Leading European airline Lufthansa Airlines was keen to devise and implement a marketing and public relations program to reaffirm its reputation as a major offline carrier in the Australian market and to raise awareness of a number of new products and services that were being rolled out.

THE SOLUTION

Working closely with the airline's sales and marketing team, ICON developed an integrated program based around three key strategic initiatives: the launch of a new agent portal – called "eXperts"; the staging of an industry roadshow showcasing new products and developments; and the launch of a new loyalty program called "Partner Plus Benefit".

Harnessing these opportunities, ICON implemented an intensive communication program targeting media, travel agents, industry players and key customers.

THE RESULTS

The campaign created a range of opportunities for Lufthansa executives to engage with key stakeholders and update them on the airline's latest product and service developments, as well as its ongoing commitment to the Australian market.

A total of 19 industry and trade journalists attended an invitation-only luncheon hosted by the airline (the largest turnout the carrier had recorded in the local market), more than 30 pieces of quality media coverage was generated and a series of cocktail events were well patronized by influential industry players.