Lufthansa: Communication à la Carte

Wunderman GmbH

Entry Information

Category: Travel & Hospitality/Transportation
Country where program ran: Germany
Date program started/ended: 09/2010

Product Description: Miles & More, Lufthansa's loyalty programme for frequent flyers. It offers four status levels: the unnamed basic status (blue), Frequent Traveller (silver), Senator (gold) and HON Circle (black). Besides that, function is like on all the other FFPs: Earn miles for services, spend them on others. Differentiation comes only from behind the scenes: Lufthansa has the most partners either for earning and spending miles.

Advertiser/Client Name: Lufthansa
Media Channels:
Web Development
Website: www.wunderman.de

Strategy

Marketplace challenge:

Make the difference obvious.

Develop a measure for Miles & More, that