Deutsche Lufthansa: My Memoirs

Deutsche Lufthansa ran a worldwide direct mail campaign in the summer of 2009 aimed at its 3,500 most valuable customers, to increase customer loyalty and to incentivise them into flying more frequently.

Deutsche Lufthansa: My Memoirs

Wunderman

ENTRY INFORMATION

Category: Travel & Hospitality/TransportationCountry where program ran: WorldwideDate program started/ended: June - August 2009

Product Description: Premium airline carrier with worldwide flight connections.

Advertiser/Client Name: Deutsche Lufthansa AGMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

Activation of 3,500 most frequent Miles & More participants to fly even more. Background: Regardless to more than 600,000 miles collected this high-revenue target group has the best growing potential and therefore at regular intervalls receives invitations for more flights with even more miles. Usual incentive: besides the miles there's always...

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