ADV 420 Final Presentation

1. Lufthansa Digital Strategy
ADV 420
Gavin Schilling

2. TARGET AUDIENCE
• Lufthansa targets economically savvy multinational
consumers while competing against other non-stop
carriers.
• Goal is to target multiple consumer segments in a unified
voice, while still speaking to each group individually.
• Lufthansa not only acknowledges and understands each
of its culturally diverse customers, but as a
member of their individual communities.

3. SOCIAL MEDIA
• Answer customer questions and
concerns directly asked by clients
via Twitter.
• Combination of Twitter
and Instagram
• Get clients more attracted
by posting pictures and blogs
where they can directly comment
• Strictly pictures are posted
• Pictures posted are all
Lufthansa related
• Many unique and luxurious
based pictures

4. WEBSITE
• Online source for customers to book flights
• Look for flight deals and check-in directly on the website
• Learn more about all aspects of the airline

5. MOBILE APP
• Lufthansa mobile app has 6 main tabs: flight status,
book flights, timetable, check-in, my bookings, and
miles & more
• Page is professional, organized and readable
• Pictures of the airplane, crew members and many
beautiful site seeing pictures of cities

6. THE BIG IDEA
• Create a social media lounge within the actual Lufthansa
business lounge
• Lounge will include 30 mac computers
• Lufthansa homepage to be the instant pop up page when
accessing the internet

7. THE BIG IDEA CONTINUED
• Social media lounge will help the airline gain
more attention online
• Mandatory to visit the social media lounge once
having crossed the business lounge
• Mandatory for every Lufthansa customer to log in
to one of their social media websites and like a post,
retweet a tweet, post a comment, or give Lufthansa
follow

8. SLOGAN
• Lufthansa’s slogan is “Nonstop you.”
• The airline has so much to offer and there
is always so much going on with it that it is
“Non-stopping.”
• Slogan sums up the airline's pledge to its customers.

9. KEY PERFORMANCE INDICATORS
• Lufthansa’s KPI’s increase every year
• Number of followers, likes, shares, retweets
significantly increase each year
• Number of employees increases each year

10. SOURCES
• http://global-ny.com/wp-content/uploads/2012/05/Lufthansa.pdf
• https://en.wikipedia.org/wiki/Lufthansa
• Google Images
• https://www.lufthansagroup.com/en/press/news-
releases/singleview/archive/2012/march/08/article/2093.html