Lufthansa Cargo BMW Vision iNEXT World Flight

Lufthansa Cargo BMW Vision iNEXT World Flight

In September, Lufthansa Cargo teamed up with cargo manufacturer BMW to turn one of its Boeing 777 into a mobile flying showroom, used to showcase BMW’s latest electric car concept.

The aircraft was fitted out with BMW decals, after which it went on a press trip that took in Beijing, New York and San Francisco.

Lufthansa Cargo displayed its technical know-how on its social media channels and in a press release on how it made the whole endeavour happen. This included a quick turnaround, where guests arrived to view the car eight hours after arrival, and the aircraft left for its next destination four hours after the press viewing ended.

It was estimated that 300 media representatives worldwide were able to see the car, and hear presentations on-board given by BMW executives on the future of mobility. Coverage we have picked up includes pieces in Digital Trends, The Drive, Die Welt and Fast Company.

According to Lufthansa Cargo CEO and Chairman Peter Gerber, “visionary products deserve visionary presentations. We are delighted to have made this extraordinary world premiere possible in cooperation with BMW.”

We’ve in the past used Lufthansa Cargo as an example of smart, creative storytelling and marketing by a b2b aviation brand. See the feature in our special edition on visual storytelling, that we published in May.