Lufthansa Airlines

Newsmaker Group has been the U.S. agency of record for Lufthansa since 2003. We play an integral role in developing and executing the communications strategy and messaging, and work directly with trade and consumer media on a local, regional and national level.

The primary objective of the U.S. PR program has been to increase overall brand recognition while transitioning perception of Lufthansa from strictly a reliable European (mainly German) carrier into a leading global luxury brand known for its innovations and high-end travel experience. This has been achieved in part by expanding the PR focus beyond airline industry media to other verticals (e.g., business travel, consumer technology, environmental, food and wine) as well as regional and national luxury lifestyle outlets. Awareness has expanded coverage and communication opportunities including key target media turning to Lufthansa for industry expertise and inclusion in feature and round-up pieces; the airline receiving a number of industry awards (e.g., Conde Nast Traveler’s “World Savers Award”, the World Airline Awards’ Best Transatlantic Airline); and Food Network inviting Lufthansa to be a “challenge” in the network’s Next Iron Chef America program; among others.

When Lufthansa partnered with Airbus to introduce the A380, the world’s largest passenger aircraft, to the U.S., Newsmaker Group helped execute a press event at JFK airport that attracted 200+ media. This was followed by a PR program in support of inaugural flights to key markets including New York, Miami and LA, generating significant, widespread national and local media coverage about Lufthansa’s new, state-of-the-art aircraft, and its industry leadership overall.