AIR BERLIN - #PopIntoBerlin

Airberlin, Berlin’s tourism authority, and a host of other hip or iconic Berlin brands and companies have banded together to generate buzz about the German capital, share it’s culture, in an effotrt to bolster tourism to the city.

The initiative is called #PopIntoBerlin and consists of a roaming pop-up store that has embarked on a 5-city European tour. The store appeared in Stockholm at the end of September before moving to London in October and travelling on to Vienna in early November. After spending a week in Amsterdam from November 16th to the 22nd, the store will appear somewhere in Paris from December 7th to the 22nd.

At each new location, the Berlin-themed store provides a fun place to go and learn about the creative spirit of Berlin or purchase select products and designs. An airberlin kiosk within the store gives visitors the opportunity to book a trip to Berlin, right on the spot.

Airline pop-up stores in major urban centres (like the one KLM did in New York and the one Lufthansa set up in Miami) have proven an effective way to engage with potential customers and establish brand affinity through fun experiences.

By aligning with start-ups and design brands and presenting itself in an informal way, airberlin is effectively targeting a youthful audience that doesn’t typically respond to traditionally-formatted marketing messages.