Predavanje KAKTUS 2016

1. From meaningful
visual stories
up to the action
DREAMSCAPES

2. Introduction
Lufthansa
case study

3. Lufthansa expanded its network – overview of the new long-haul sunny destinations
Tampa
Cancún
Panama
Mauritius
Malé

4. Fleet configuration on the new leisure long-haul destinations
Special configuration provides more … … relexation and well-being on A340-300
The new Premium Economy Class to all new long haul
sunny destinations
New business class on all flights
New cabin layout in all travel classes
298 seats: M261, E19, C18

5. Lufthansa onboard Service
The Lufthansa Economy Class
In Economy Class, passengers experience agreeable
comfort, friendly service and a variety of entertainment
options:
Ergonomic seats with adjustable haedrests and a
comfortable seat pitch ensure a relaxing flight
an apéritif service with cocktail snacks, a tray service
with a hot main course and a coffee/tea service and
digestifs
a personal touchscreen at every seat with individual
entertainment programme including the newest movies
and numerous popular TV series plus radio channels and
music CDs.

6. Lufthansa onboard Service
The Lufthansa Premium Economy Class – For all those, who want more
With the introduction of Premium Economy
Class, Lufthansa is now offering a new
product between Economy Class and
Business Class.
Whether they are travelling on business or
for pleasure, customers will quickly come to
appreciate the advantages of the new
Lufthansa Premium Economy.
The offer is aimed at everyone who would
like more comfort and exclusivity than in
Economy Class on long-haul flights, but with
a good value-for-money ratio.

7. More personal
space
A new seat with up to
50 % more space
Two bags each up to 23kg free of
charge
More to look foreward to
More baggage
Passengers are greeted on board
with a welcome drink
More delight
In-flight meals served on china
tableware
More relaxation
Amenity kit with useful travel
accessoires
More refreshment
A seperate water bottle at every
seat
More entertainment
Larger 11- or 12-inch monitor
More exclusivity
Exclusive access to the Lufthansa
Business- and Welcome Lounge
(for a fee)
More power
Power point on each individual seat
More Miles
Miles & More members benefit from
more upgrade possibilities
Lufthansa onboard Service
The Lufthansa Premium Economy Class – All advantages at a glance

8. Dreamscapes
Vol. 1

9. Create a presentational website to promote
summer leisure destinations Lufthansa flies to -
Mauritius, Maldives, Tampa, Nairobi, Cancun and
Panama.
The need…

10. Dos:
Focus on content, Business and Premium
Economy Class
Don’ts:
Typical travel guide content the market is
already saturated with

12. Dreamscapes
Vol. 2

13. Goals

14. Refresh the Dreamscapes website
after the competition phase had
ended.
01

15. Bring some new ideas that will
attract users to the website.
02

16. Present Dreamscapes destinations as
something extraordinary but at the same
time obtainable for the users.
03

17. Challenges

18. Create a concept that will attract users.
Bring users closer to the destinations and to the
Lufthansa airline.
Stay true to the existing content.

19. Solution

20. Current content:
unusual, one-of-a-kind
experiences that can be seen
only at a specific destination.

21. Visiting one of the destinations means
experiencing something new and
amazing.
The one thing one can expect is the
unexpected.

22. To create an interactive homepage
as landing for the campaigns and
overture for the content of each
destination.
01

23. To personally connect with each
user by having the content be
something they can relate to.
02

24. To present the destinations as
something extraordinary that will bring a
twist in a user’s everyday life. Invite the
users to expect the unexpected with our
Dreamscapes destinations.
03

25. Adding to the
concept

26. Does everyone know where these
destinations are?
We need a map!

28. There are a lot of destinations, should we
expect the users to go over all of them?
Make it easy for the user to read more!

29. Prikaz na dnu
stranice ‘read
more’

30. Prikaz na dnu
stranice ‘read
more’

31. It seems so far away..
But not with Lufthansa!

33. These destinations have their distinctiveness, but
so does every nation and destination.
It was important to address these peculiarities
and include users’ background to get them
interested in the story.

34. Once a user visits the website, his IP address is
recognised and he starts getting custom
messages that relate to his country and invite
him to explore a similar curiosity of one of our
destinations.

38. Video case

39. Link na video

40. Results

41. 200.000
sessions
153.018
users
AND COUNTING…
1:08 min
average time on site
1.9
pages per session

42. Iva Lekić
Senior Marketing Manager Europe
Thank you