CREATIVE STRATEGY OF LUFTHANSA
INTRODUCTION
Deutsche Lufthansa is one of the largest airlines in Europe in terms of overall passengers carried, and the flag carrier of Germany. The name of
the company is derived from Luft (the German word for "air"),
and Hansa (after Hanseatic League, the powerful medieval trading
group). The airline is the world's fifth largest airline in terms of
overall passengers carried, operating services to 18 domestic destinations and
183 international destinations in 78 countries across Africa, Americas, Asia and Europe. Together with
its partners Lufthansa services around 410 destinations. It has the third-largest passenger airline fleet in the world, when combined with Lufthansa CityLine, Lufthansa Italia, Air Dolomiti, Eurowings, Germanwings, Augsburg Airways, Contact Air, and SWISS, operating 531
aircraft.
Lufthansa corporate headquarters is in Cologne, with its main base and primary traffic hub at Frankfurt Airport in Frankfurt am Main with a second hub at Munich Airport.
Lufthansa is a founding member of Star Alliance, the world's largest airline alliance. Star Alliance was formed in 1997
together with Thai Airways, United Airlines, Air Canada and Scandinavian Airlines
System. The Lufthansa Group operates more than 500 aircraft and employs
worldwide 105,261 people of 146 nationalities. In 2008, 70.5 million passengers
flew with Lufthansa
Key
Concepts of Advertising
STRATEGY
The
strategy behind this add is that-
It is
trying to focus all the executives as well as middle class people. It tries to
grab the attention of those people through this executive advertisement. It
also follows to achieve its objective. The strategy clearly parallelizes with
the objective. The high ambition to fly high in the sky might be fulfilled by
any other flight, but Lufthansa here not only fulfills that desire but also
gives satisfaction which no one can. While celebrating 50 years of constant
service in the aviation sector in India it has not forgotten its basic
objective to take care of its customers. These things are clearly reflected in
strategy.
CREATIVE IDEA
In this
add the creativity which has reflected is really appreciable. A child dreams to
be a pilot which shows the high ambition to fly high. It is also supported by a
man who puts a cap on the head of the child which means Lufthansa takes care of
dreams of the people to make it realty. This picture also reflects that
Lufthansa takes care of every individual starting from children to old person.
In this small picture it spreads its big message supporting the objective of
offering service “from anywhere to everywhere,”.
EXECUTION
Through
this add it tries to attract the attention of the people to achieve its
objective. It has executed the add in such a way that it can easily grab the customers.
In this add it shows that it has made India home for 50 years which means
continuously and consistently it has done its duty and hope to do so in future
which satisfies its objective of increasing market share and turnover
simultaneously at the same time providing service to the customer at low price.
MEDIA
Here the
most important thing is that how you are delivering your creative message effectively.
For that the choosing of media is very important. And also Lufthansa has taken
a wise decision to publish its advertisement in Business India. As it is a
business class magazine and is being used by mostly the business class people
and also upper middle class people, so really it has a great impact upon people
and a successful step taken by Lufthansa in choosing media.
CONCLUSION
"The
first campaign is extremely successful and have already seen the effectiveness
of the advertisement. It is also great
to have the ability to track the advertising from initial impact to final
sales."
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