Lufthansa - #InspiredBy

Lufthansa - #InspiredBy

Launched on November 25th, the premise of Lufthansa’s new #inspiredby social media campaign is to show how travel can enrich ones life. Featuring on both YouTube and Facebook (along with the #inspiredby hashtag appearing in Twitter and Instagram), the campaign looks to collate accounts of inspirational events from Lufthansa’s passengers and crew during their travels.

The campaign is aimed at a younger internet-savvy audience which interacts over social media channels so as to share their authentic travelogues with other travellers. The difference with other airline travel campaigns is that the focus of the content is on the person, rather than the destination.

Lufthansa’s #inspiredby initiative kicked off with the story of German Moritz Aust, a 17 year old photographer who reports on his first-ever trip abroad with Lufthansa to Oregon, USA. Other examples of stories the campaign has created sofar include Lars, who competed in the Iron Man competition on Hawaii, and Anne, who discovered a passion for flamenco in Madrid.

Subscribers to the campaign, that will run until January 2014, will be offered weekly updates featuring other travelogues, which are produced in cooperation with production company VICE.