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德国汉莎航空推出全新品牌广告“在这里遇见改变”,鼓励您踏上旅途,遇见改变
发布日期:2019年04月15日  来源:德国汉莎航空集团

“在这里遇见改变”通过极具魄力的视频故事,向全球旅客发出邀请,鼓励他们探索自己的极限,发现自己的潜能。

德国汉莎航空在之前推出的的品牌广告“现在为世界出发”的基础上,今日在中国发布了全新的跨媒体品牌活动,即“在这里遇见改变”。按照惯例,活动在宣传了开放性后,对五位在旅途中收获颇丰的真实探险者进行了庆祝。

Building on the global success of its latest brand claim ‘Say Yes to the World’, Lufthansa today launched a new cross-media brand campaign in China, named #LifeChangingPlaces. Following the brand’s legacy of promoting open-mindedness, this campaign celebrates five real-life explorers who were rewarded with enriching experiences on their travels. 

 “在这里遇见改变”通过极具魄力的视频故事,向全球旅客发出邀请,鼓励他们探索自己的极限,发现自己的潜能。该活动于2017年在全球范围内展开,现在通过Cici(李小希)的故事又在中国活跃起来。Cici本是一名即将步入社会的中国大学高材生,正为自己的未来感到迷茫。一个偶然机会,她来到了法国勃艮第。在那里,她见到了最质朴的景致,度过了一段田园香醇的美好时光。在这段难得的经历中,她终于找到了自己的梦想目的地。现在,她成为了一名酿酒师,经营着自己的葡萄酒事业。

Through strong visual storytelling, #LifeChangingPlaces invites global travelers to explore the limits of who they are and find out who they can be. First launched globally in 2017, the campaign has now come alive in China with the story of Cici Li. Cici was a straight-A student at a Chinese university who was about to step into the society. She was wondering who she should become in the future. By chance, Cici came to Burgundy, France. She saw the purest scenery and spent a wonderful time in the countryside. It was this rare experience that made her finally reach the destination of her dreams. And now, she becomes a wine maker and has her own wine business.

提及这场全新营销活动背后的战略思想,德国汉莎航空集团亚太区B2C营销总监麦凯表示:“一个地方可以给人们带来改变,它能通过为人们开启新的体验,鼓舞和激励他们成为更真实的自己。汉莎航空希望将这种体验带给每一个人。这也是我们品牌活动的主要目标。作为一家全球优质航空公司以及全球化推动者,汉莎航空依然致力于成为注重品质、可靠性并具有冒险精神的全球华人的优选旅行合作伙伴。”

Commenting on the strategic thought behind the campaign, Michael Knapp, Director B2C Marketing Asia Pacific, Lufthansa German Airlines said: “Places can change people. They can inspire and motivate them to become more of who they are by opening them up to new experiences. At Lufthansa German Airlines, we want to enable such experiences for everyone. That is the main goal of our brand campaign. As a premium international airline and a proud driver of globalization, Lufthansa remains committed to being a preferred travel partner to the global Chinese who values quality, reliability and a sense of adventure.” 

随着上述华人故事加入,现在,“在这里遇见改变”背后的思想正与发生在纽约、墨西哥、罗弗敦、法国和开普敦的5个不可思议的旅行故事产生共鸣。您可以访问Lifechangingplaces.com.cn观看有关这几段极具影响力的旅程的精彩视频。

With the China story launched, the thought behind #LifeChangingPlaces now resonates with five incredible travel stories set in New York, Mexico, Lofoten, France, and Cape Town. The video highlights of these powerful journeys can be viewed at Lifechangingplaces.com.cn

强大的跨媒体聚焦与“Mobile Inspiration Tool”的发布

Strong cross-media focus and launch of ‘Mobile Inspiration Tool’ 

随着强大的视听内容的发布,“在这里遇见改变”活动将在中国展开,我们通过强大的跨媒体连锁以及通过在线、社交媒体、电视、OOH和影院宣传,彰显其魅力。该活动还将进一步利用创新工具、创意形式以及本地内容,更好地将品牌信息传达给目标受众。

Backed by powerful audio-visual content, the roll-out of #LifeChangingPlaces in China will differentiate itself on its strong cross-media interlocking and engagement across online, social media, TV, OOH and cinema. The campaign will further leverage innovative tools, creative formats and localized content to enhance delivery of the brand message to target audiences. 

汉莎航空发布的基于人工智能的“Mobile Inspiration Tool”就是上述创新工具之一。该工具能够根据用户所在地的照片,为其推荐可能“改变人生的目的地”。您只需在移动设备上登录Lifechangingplaces.com.cn,点击周围任何物体的照片,然后让该工具在由物体位置信息组成的数据库中进行检索,为用户提供“改变人生的目的地”的建议。

One such innovative tool launched for this campaign is Lufthansa’s Artificial Intelligence-led ‘Mobile Inspiration Tool’, which recommends potentially ‘life-changing destinations’ based on photos of where users are. One simply needs to log on to  Lifechangingplaces.com.cn on a mobile device, click the photo of any surrounding object, and allow the tool to search through a database of several object-location combinations to suggest a ‘life-changing place’ for the user. 

未来几个月,汉莎还将在新媒体创意概念、专业定位、用户体验与参与、长篇播客以及相关平台与合作伙伴的支持下,展开战略性线下活动,从而进一步推广该品牌活动。

Over the coming months, Lufthansa will take the campaign further through a strategic BTL campaign backed by a creative social media concept, specialized targeting, user experiences and engagement, long-format podcasts, relevant platforms and partnerships, and much more.

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