Lufthansa recently launched its new #SayYesToTheWorld brand campaign in India, celebrating openness and curiosity. The campaign is about exploring a world of new possibilities and saying yes to the unknown.

As part of the cross-media campaign, Lufthansa installed aircraft seats at public locations in Mumbai, Munich, Shanghai and New York, among other places, and asked people walking by to sit in the seats and answer the question “Why do you love the world?” The campaign does not include statement, but open questions that can be answered based on personal and unique experiences, which makes the short ad relatable to a wide variety of travellers, not just in India, but across the world.

This campaign is probably one of the more innovative ones to have come from the company, and aims to question familiar ways of thinking and habits, challenge the status quo, while demonstrating how enriching it is to discover the world. At the heart of all this is Lufthansa’s mission to inspire people to explore, to see the world, and open their minds to new experiences.

The #SayYesToTheWorld adds a new dimension to Lufthansa’s promise in India, after its ‘More Indian than you think’ campaign. The focus shifts from Indian cuisine and hospitality, to a new breed of Indian ‘explorers’, who are willing to push boundaries, and display a different open-mindedness to explore the world.

Commenting on the launch, Wolfgang Will, Senior Director, South Asia, Lufthansa German Airlines, said, “Lufthansa opens up the world to all explorers. With more and more Indians displaying a growing zest for exploring the world, the new campaign adds to our assurance of being ‘More Indian than you think’ and reaffirms our commitment to being a preferred partner to the Indian traveller.”

The new campaign is also accompanied with a new digital engagement hub at LH.com/sayyes. It invites people around the world to pin any place on the online world map and share what they would like to say “Yes!” to there. Participants stand a chance to win a ticket to explore a dream destination in Europe. In line with the campaign, Lufthansa is also reinventing itself in response to the changing customer requirements. Against the backdrop of digitalization, the refreshed brand logo celebrates the distinctive Lufthansa crane created 100 years ago, while transforming it into a dynamic new-age brand. It reflects a thinner ring, which makes the crane look more elegant, bringing it into the foreground and granting it more space. This will take into account the variety of brands in the Group, offering optical neutrality for all companies.

From embracing local cultures to operating its most high-end fleet in India, Lufthansa has been making heavy investments in the Indian marketplace to woo local travellers. In just four years, it has also positioned itself among the top foreign aviation players in the country.

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Social media and tourism marketing is a match made in heaven. The practice of social media to build destination brands and engage existing and potential audience is immense, and with this realization, the Ministry of Tourism, Government of India, launched a Social Media Key Influencers’ Campaign called ‘The Great Indian Blog Train’. The campaign involves bloggers from across the world, who have been invited to travel to destinations in the country on India’s luxury trains operating across different states.

The objective of the campaign is to position luxury trains of India as a unique tourism product, both in the domestic and overseas markets. The campaign will generate widespread publicity for the luxury trains as well as the destinations visited, by way of blogs, videos and photos published by the bloggers and Instagram influencers on their experiences of their journey.

A total of 60 bloggers from 23 countries, including India, are travelling on a week-long journey on four luxury trains – Palace on Wheels, Maharaja Express, Deccan Odyssey and Golden Chariot, in groups of 15 bloggers on each train. While the first group left on February 7 on the Palace on Wheels, the second and third group left on the Maharaja Express and the Deccan Odyssey on February 10, respectively. The last group of bloggers is scheduled to leave on the Golden Chariot on February 19.

One of the groups of bloggers participating in the campaign.

The Railway Board, the State Governments of Rajasthan, Maharashtra and Karnataka and Indian Railway Catering and Tourism Corporation (IRCTC) are proactively promoting this luxury segment, and are actively supporting the campaign by hosting the bloggers on their trains.

The ministry of tourism has been making several digital initiatives and one of the newer ones is launch of new digital platform. This aesthetically designed, user-friendly portal makes huge amount of information easily accessible and is aimed at identifying user personas and customizing the content for different travellers.

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The airline food is usually nothing worth talking about, and it isn’t something airlines highlight often. In most cases, it is ‘decent’ at best. Singapore Airlines however can make an exception here. The highly awarded airline not only receives appreciation for the excellent in-flight entertainment and on-board amenities but also for employing celebrated chefs to offer quality in-flight dining experience. In their latest video they have tried to draw attention to this dining experience and judging by the numbers so far, they have pulled it off well.

Singapore Airlines offers a ‘Book the Cook’ menu with which it allows travellers to book meals from a menu featuring exclusive options upto 24 hours before departure. Through the recently released video conceptualised by Dentsu Mobius, they have showcased the dishes from this menu. However, instead of taking the obvious approach of featuring the chefs preparing the delicacies, it created miniscule versions of the dishes with a tiny set of utensils.

The video was released on October 19 and since then, it has got close to 2.4M views and 8K shares on Facebook and 600K views on YouTube. It features various elements including miniature stove with candle flame, grills and utensils that are used to create small size dishes thoroughly following the preparation process, only at a smaller scale. The video very well puts light on what they have on offer and sends the message of how attention to small details can enhance the overall experience. The impact is also indicated by the fact that someone actually tried to recreate it (without much success).

This isn’t the only video of its kind though. They have released another video in the past which featured a designer crafting miniature aircraft seats of all the seat categories the airline offers. The latest video was followed by a behind the scenes video as well which features the artist and the massive effort that went behind the not-so-simple video. These videos go very well with their communication of delighting the customer by paying attention to small details. No wonder Singapore Airline is among the very few carriers for which the sentiments on social media platforms aren’t negative. And that is something praiseworthy in an industry dealing with baggage losses and unexpected delays on a daily basis.

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