Asturias, the green heart of Spain, inspires with breathtaking nature, authentic culture and culinary highlights – but is still unknown to many travelers. The campaign aimed to change this.
The aim was to increase awareness of Asturias as a unique vacation destination, attract more guests to the region and promote tourism in the principality.
A strong presence in the Lufthansa environment was intended to do just that.
With an omnichannel campaign that ran for six months, the tourism promotion of the Principality of Asturias used the full range of Lufthansa Ambient Media to get its message across to target groups eager to travel and explore in a targeted and effective way.
Asturias became a visible and digital travel inspiration experience along the entire customer journey – from the lounge screen and inflight entertainment to the FlyNet portal and data-based ads in the Google and Meta media network.
The campaign was already integrated into the digital booking process: In the personal booking area and in the booking confirmation, it generated over 7 million page loads with over 440,000 banner views in May and June – potentially reaching more than 10 million Lufthansa customers.
High visibility for travel planning in the booking portal.
Maximum attention with the booking confirmation –
through large banners and call-to-action.
In May and June, the Asturias spot was played around 5,600 times a day and around 169,000 times a month on a total of 34 lounge screens in 17 exclusive Lufthansa lounges – with an average dwell time of 60 minutes and around 10,000 guests a day.
Style meets luxury affinity in the Senator and Business Lounges.
All-day broadcasting on
prominent 47-inch monitors.
Exclusive lounge ambience –
an atmospheric advertising environment.
Asturias is guaranteed maximum attention during the flight thanks to its prominent placement – on long-haul flights in the popular inflight entertainment system and on short-haul flights in the much-used FlyNet portal.
Asturias was present in inflight entertainment in July and August, reaching around 2.8 million passengers on more than 4,000 long-haul flights. The content was played on flights to over 70 destinations in more than 30 countries and on 4 continents – a strong lever for international visibility.
Guaranteed visual contact in the popular in-flight entertainment.
Effectively addressing passengers
on long-haul flights.
Integration in all programs and booking classes.
As a first mover, Asturias used the FlyNet portal as a newly introduced advertising medium in May and June. The campaign reached around 1.4 million users, achieved 300,000 views, 8,000 video clicks and 12,000 page clicks – with a technical reach of around 8 million passengers on over 30,000 short-haul flights.
With the intelligent data targeting of Lufthansa, banner and video ads are played out based on interests in the Google and Meta display network – precisely to the target group.
Throughout the campaign, Asturias scored with data-based ads in the Google and Meta media network. The targeted playout was based on the interests and search behavior of users on lufthansa.com – thanks to cookie-based targeting across the third-party sites without wastage.
This data-driven advertising measure made it possible to address relevant target groups flexibly and accurately – with predictable net reach. To date, over 2.8 million visual contacts have been achieved.
With an attention-grabbing omnichannel campaign and the intelligent use of innovative advertising media from Lufthansa Ambient Media, it was possible to present the Asturias region to a travel-loving target group along the entire customer journey.
The result of the Asturias campaign with the advertising media
of Lufthansa throughout the entire duration:
7 million page loads
generated in the personal booking area,
600,000 passengers
reached during the waiting time in the Lufthansa lounges,
2.8 million visual contacts
received on board in in-flight entertainment,
1.4 million FlyNet users
reached on board and
2.8 million impressions
in the display network.
Lufthansa advertising media offer you an advertising environment in the premium segment – with international touchpoints, exclusive placements and target groups with high purchasing power.
Start your success story now with Lufthansa Ambient Media and reach an interested and solvent audience all over the world.
Deutsche Lufthansa AG
Lufthansa Aviation Center
Airportring 1
D-60546 Frankfurt
