#TasteOfAmerica

Lufthansa's In-Flight Menu Relaunch

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Lufthansa
  • Experiential Marketing & Events
  • Social Media

Situation

Lufthansa selected us as their social media agency with the goal of building the airline’s North American social presence from the ground up. We proceeded to increase brand awareness, promote the launch of new services and products, and ultimately drive bookings. When Lufthansa approached NJF, Lufthansa USA began serving new regionally inspired menus on U.S. departing flights. After launching a series of YouTube videos that highlighted the cuisine, the European airline wanted to do more to raise awareness of the delicious menu. NJF was brought on board to create an experiential campaign that brought the food to life both on the ground and on social media.

Action

We generated interest in the new regionally inspired in-flight menus through a mix of social media content, one-on-one digital interactions and an in-person experiential activation. NJF executed 10 events, including lunch service in pedestrian locations, intimate dinner parties with food bloggers, and invite-only appetizer and dessert service for travel agencies. NJF also planned a two-and-a-half-week food truck road trip across America called #TasteOfAmerica. The food truck, fabricated to look like a Lufthansa airplane, drove across 14 states serving up regionally inspired complimentary tastings in New York City, Charlotte, Miami, Atlanta, Dallas, Fort Worth and Los Angeles. An accompanying photo contest asked customers to share their own regional dishes on Twitter and Instagram.

lufthansa food truck
lunch menu
Lufthansa food truck
people waiting in line at food truck iphone mock up

Results

The #TasteOfAmerica campaign generated 9 million social media impressions, 62,000 video views and 340 contest entries. The campaign was picked up by media outlets such as Skift, Thrillist, Airline Trends and Stuck at the Airport. Seventy-six percent of campaign participants surveyed said their experience with the #TasteOfAmerica culinary tour influenced them to consider Lufthansa for their next international flight.

  • 9 million impressions

    across Facebook, Instagram and Twitter for owned and earned coverage.

  • 76% participants

    will consider Lufthansa for their next flight.

  • 62,000 video views

    generated 340 contest entries.

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