Snapchat, the youth-oriented social-media platform that specializes in effects such as “dog filters and people vomiting rainbows” may not seem like a natural fit for “a very traditional company” like the German airline Lufthansa.

But Daniel Abt – Lufthansa’s marketing manager for the Americas – told delegates at the Association of National Advertisers’ (ANA) 2018 Digital & Social Media Conference that the international air carrier, which flies to 211 destinations in 74 countries, saw a chance to use this channel to shift public perception of its brand.

A core brand value is to be “warmhearted,” Abt observed, but he acknowledged that the attribute has not been a large part of Lufthansa’s identity.

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Daniel Abt, Marketing Manager for the Americas, Lufthansa