Situation
Lufthansa announced San Jose, California, as their 19th U.S. gateway with service beginning on July 1, 2016, with five nonstop flights between Mineta San Jose International Airport (SJC) and Frankfurt Airport (FRA). The main benefit to consumers was that SJC – smaller than San Francisco International Airport – allowed for faster immigration checks, faster security checks and shorter wait times, with much closer proximity to Silicon Valley. But many travelers weren’t aware of this.
Action
MMGY Global and Lufthansa hosted an activation targeting Silicon Valley consumers. Over three days, consumers explored virtual reality content featuring Lufthansa flight attendants in European destinations. This educated consumers about the new service from SJC to FRA, encouraged ticket sales and drove brand awareness. MMGY Global also helped Lufthansa sponsor Travel Massive San Francisco, where attendees could enter to win two tickets to any European destination Lufthansa served.
Results
The campaign received 15 million total impressions. Facebook videos exceeded 418,500 views, social media engagements reached 261,900 and coverage was secured in 11 newspapers and local outlets.
- 15 million total impressions
- Over 418,500 Facebook video views
- 261,900 Social media engagements
