LGBT Market - Lufthansa
Lufthansa
We developed a gay travel concept for this German airline ("Gay
Summer") in 2002. This has been followed by a second campaign in
2003 ("reFRESH yourself").
Our work involved concept development, image selection,
advertising copywriting, design and delivery for client, media
liaison with key gay media titles, and developing online websites
for both promotions to stimulate sales. We liaised with leading gay
venues in Berlin, Cologne, New York and San Francisco for the 'Gay
Summer' promotion in 2002, as well as five of the UK's leading gay
publications.
The second project ('reFRESH yourself') in 2003 involved Out Now
working to promote the Lufthansa brand in key gay nightlife venues
in the UK - in London, Edinburgh and Manchester. We secured the
support of the managers of these venues, then designed advertising
and distributed in-venue promotional materials (posters and
T-shirts).
We also secured a dedicated gay media partner to maximise coverage
of the initiative in gay press. We developed and managed a prize
giveaway and included an online website promotion and sales tool
for the promotion.
The campaigns have generated strong sales growth for the airline
in a new market. It
improves both the brand's positioning, and sales, amongst these
high-yield customers.
As a result, the airline enjoys improved sales, a stronger brand
image in the gay market and the benefits of a highly targeted email
distribution mechanism to communicate specific offers to gay
customers.