Lufthansa - Bedtime Stories

Lufthansa - Bedtime Stories

Storytelling rituals build strong bonds between parents and their kids and is an important part of childhood education, but working parents who travel sometimes miss out. What if parents could tell bedtime stories, even when they have to catch a plane?

That’s the premise behind Lufthansa’s latest marketing campaign: Bedtime Stories (video ). The airline installed a mobile recording studio—in the shape of a moon—at a departure gate at Frankfurt Airport. There, parents can record a bedtime story, create an audio book, then send it to their kids at home via email or text message. Children can listen to the recorded story or download it from a dedicated microsite by clicking on the link sent by their parents.

“Travelling is always an emotional experience: Farewell and greeting, a change of place and culture, wanderlust and homesickness,” says Alexander Schlaubitz, Head of Marketing at Lufthansa. “We want to make every passenger feel as though they are in good hands.”

For parents rushing to catch a flight, Lufthansa offers a selection of pre-recorded audiobooks, narrated by well-known German voice actors. Moms and dads can add a personal good-night-wish and a photo of themselves. Lufthansa has worked with several publishing companies to offer parents their choice of popular children’s books.

The airline will install a second Bedtime Stories ‘studio’ at Munich Airport. Parents can visit both studios from mid October through the end of the year. Lufthansa will promote the service through traditional advertisements, social media (hashtag #LufthansaStories) and in Lufthansa’s magazines.