Home

.....................................

info@bridgetoarabia.com

  PR & Media  Services
       
 
Who we are What we do How we do it Our network Our promise

 

 

EMOTIONALIZING THE LUFTHANSA BRAND,

“ALL FOR THIS ONE MOMENT”

Discuss and evaluate how marketing communication theory might underpin Lufthansa’s approach to marketing communication into the future.

BY: NAWAF ALTAMIMI

 

INTRODUCTION:

'All this for one moment' - with this central message, Lufthansa launched a new international image campaign. The campaign focuses on quality, innovation and confidence. The focus is on service aspects of Lufthansa which generate rational and emotional confidence and lead to this special moment of satisfaction. The campaign's objective aims to strengthen Lufthansa's position as the 'airline of trust'. The two issues this paper intends to discuss based on the current campaign are:

1-     THE MESSAGE

2-     THE MEDIUM (IMC MODEL)

In this paper the greater attention will focus on the future and the validity of the marketing communication tools employed by Lufthansa’s campaign.

1- THE MESSAGE:                                                 

In this respect and taking into consideration the challenges in repositioning the Lufthansa brand after the entire airline industry had suffered from the events generated from the attacks of September 11th, 2001, Lufthansa aimed to intensify the emotional appeal of the Lufthansa brand and to position Lufthansa more clearly as the "Airline of Trust”. Lufthansa campaign was based on emotional and rational messages as Theodore and William (1967.p.76) stated that:

every decision to purchase or not to purchase is the result of a mental reaction which may be considered emotional if the inspiration is based upon fundamental instincts with no or only a minimum of deliberation, or rational if characterized by a fairly reasoned consideration of the arguments  for and against the proposed purchase.[1]

Fill (2002) suggested that the style of a message in this approach should reflect a balance between the need for information and the need for pleasure or enjoyment in consuming the message.[2] (Figure1)

 

Figure1. The balance of emotional and information provision.[3]

In the first level the emotional message targeted the low-involved customers by concentrating upon the images that are created within the mind of the recipients[4], while the rational approach targeted the high-involved customers and focused on information[5] such as security, and associated benefits such as satisfaction and personal experiences which make “a journey with Lufthansa unmistakable”.

This combination of emotional and rational messages might be the right approach for Lufthansa as its serve the aims of the campaign in reaching a wide range of customers which is spread vertically and horizontally with different levels of involvement and a wide range of demographic variables (age, sex, race, religion, income social class, education, geographical location and life stage) and psychographic variables (attitudes, desired benefits, life style and motivations).[6]

2- THE MEDIUM (IMC MODEL)

Lufthansa’s new campaign has adapted the (IMC) model or approach as “a process of developing and implementing various forms of persuasive communication programs with customers and prospects over time”.[7]

Traditionally, the distinct tools of the marketing communications mix are advertising, public relations (PR), sales promotion, direct marketing, personal selling(figure 2), and over recent years, cyber or internet marketing, and sponsorship. Each component has a specific task to achieve and the message is greatly enhanced if it is reinforced by other tools in the mix (Yeshin,1998. cited by Kitchen and Pelsmacker).[8]

 

 

Figure 2.A model for campaign integration.[9]

 

This again might be the right tool for Lufthansa to reach a very wide range of customers which are vertically (low and high involved passengers) and horizontally (covering over 40 countries).Lufthansa adapted the marketing mix model to serve its aims in:

1-     Reaching a wider audience with different levels of involvement and a wide range of psychographic variables, (figure 3) (attitudes, culture, social class desired, benefits, life style, communication situation and motivations).[10]

 

Figure3. Environmental influences on buyers information processing.[11]

 

2 – Reaching a wider audience in over 40 countries with a wide range of demographic variables (age, sex, race, income, education, geographical location and life stage).[12]

 

THE FUTURE:

 

Fill (2002)[13] stated:

 

Potentially, there are an extremely large number of elements in the environment that indirectly or directly affect the communication of an organizations…Having sensed new environmental developments and determined that their impact cannot be ignored, the next step is to adjust the way in which messages are encoded, delivered or decoded…the main forces are political, economic, societal, technological, plus seasonal impacts and those concerning corporate responsibility. (Figure 4)

Figure 4.Elements of the environment context.[14]

 

Also Clow and Baack (2002)[15] suggested that to fully utilize the power of IMC globally, marketing messages need to be designed with a global theme in mind, so the same general message is communicated around the world. Taking in consideration Clow and Baack’s point of view and considering the changes in the global mode, Lufthansa must change its future messages. 

Since the beginning of 2007 the global mode and interest have changed toward the airline industry in relation with the environment changes. As the environmental debate has moved up the global agenda[16], the airline industry is regularly criticised for its contribution to carbon emissions. Governments, corporations, passengers and airlines are thinking hard about the role of air travel in modern life – and what we can do to minimize the environmental impact.CO² emissions are becoming a considerable factor for tourists when choosing a holiday.[17]

This shift in consumers attitudes towards environmental changes must be met with new rational messages, focusing on issues such as how the air travels is “GREEN” or “environmentally friendly”.

                                                                                

NEW RATIONAL MESSAGE:

 

The new message must be more rational than emotional as the “environmental issue” must be handled with facts and information more than images and attractive motifs. Also the rational approach would be more convincing as the stakeholders who are interested and involved in the environmental issues are more than “passengers” and include high – involved individuals, groups and organizations such as:

  • International organizations
  • Pressure groups
  • Lobbying groups
  • Activities
  • Government agencies
  • NGOs

 

The suggested rational messages may be focused around general themes such as technical progress, new fleets and improved operational measures to save the environment and make air travel “GREENER” or “CO² emissions FREE”.

 

MIX MARKETING AND PR:

As the environmental debate has moved up the social agenda, the use of IMC to influence or directly affect the behavior of the selected audience[18] still powerful and effective.

Lufthansa can still use and employ the (IMC) model, but it has to consider other tools such as Social Media and new technology of Mobile phones.

 

SOCIAL MEDIA AS NEW TOOL:

The growth of the web, and with it social media and user generated content, is causing marketers already using online channels for advertising to consider moving to the next communication stage: Online PR.[19]

The popularity of sites such as Facebook and MySpace is driving growth in public relations as companies tap into the power of recommendation, according to WPP advertising boss Sir Martin Sorrell.[20] In fact online experts are saying that the next few years will be the age of engagement. It’s no longer enough to simply use digital channels to push out messages.

MORE PR ACTIVITIES:

Any future campaign on environmental issue must make the maximum use of PR activities such as:

·        Activities to reflect Lufthansa’s social and global responsibilities and commitments toward the environment.

·        Intensify the use of PR tools such as sponsorship, conferences …etc

·        Intensify the use of the third party endorsement, as stakeholder need to be informed and re-assured by scientists, researchers, environmentalist technicians …etc.

 

·        Technology of the mobile phone:

Any future campaign must consider the use of the technology (figure.4) of the mobile phones as they are set to become the “third screen” after TV and the internet [21]. Mobile phones have already reached the masses and present a far more lucrative channel for travel and tourism operators to connect with their consumers.[22]

 

CONCLUSION:

'All this for one moment' campaign focused on quality, innovation and confidence to generate rational and emotional confidence and to strengthen Lufthansa's position as the 'airline of trust'. To convoy and disseminate its messages to a wide range of audiences, Lufthansa adapted the (IMC) model.

Looking at the world travel trend, we suggested that Lufthansa should review the 2002 campaign and may be replace it with a new campaign. The suggested new campaign, should be based on rational messages and taking in consideration the mode of the costumers. We suggested that the focus should be on environmental issues. We still see the (IMC) as a valid model, where Lufthansa could use and implement, with maximizing the use of the new mobile phones technology as a platform or medium to reach a wider audience.

 

/ End/

 

 

Bibliography:

 

Books:

Fill, c (2002) Marketing communications context, strategies and applications.3ed ed. London: FT/Prentice Hall.

Philip J. Kitchen. and Patrick De Pelsmacker (2004) Integrated Marketing Communications: A Primer. New York: Routledge.

Theodore N. Beckman. and William R. Davidson.(1967) Marketing .New York: Ronald Press Co.

Yeshin,T. (1998).Integrated marketing communication the holistic approach.Oxford:Butterworth Heinemann.

Internet Sources:

Allen,Katie (2007) Social networking 'a boost to PR’: Available from: http://www.guardian.co.uk/technology/2007/oct/20/socialnetworking

Eric, Pfanner.(2004) On Advertising : Airlines turn back to imagery. Available from http://www.iht.com/articles/2004/08/30/ad30_ed3_.php.

Lufthansa Annual report (2006) .Available from

http://www.lufthansa-financials.de/servlet/PB/menu/1020294_l2/index.html on 3 Nov 2007.

Lufthansa Monthly Report 05 / 2006 (2006).Available from 

http://www.lufthansa-financials.de/servlet/PB/menu/1018320_l2/index.html

pr influences.(2007) Marketing and PR:  The growing importance of social media and search.Available from: http://www.prinfluences.com.au/

Asia travel tips. Available from:  http://www.asiatraveltips.com/travelnews04/258-Image.shtml

Published Reports:

World Travel Market.london.(2007)Global trend report. Published by Reed Travel Exhibitions. Also available from:www.wtmlondon.travel


 

[1] - Theodore N. Beckman. and William R. Davidson.(1967) Marketing .New York: Ronald Press Co.

[2] - Fill, c (2002) Marketing communications context, strategies and applications.3ed ed. London: FT/Prentice Hall.p.509

[3] - Ibid. p.509

[4] - Ibid. p.509

[5] - Ibid. p.509

[6] - Yeshin,T. (1998).Integrated marketing communication the holistic approach.Oxford:Butterworth Heinemann.p.17

[7] - Philip J. Kitchen. and Patrick De Pelsmacker (2004) Integrated Marketing Communications: A Primer. New York: Routledge.P6.

[8] - Ibid. P20.

[9] -Yeshin,T .p.77

[10] -Ibid.p.17

[11]- Fill, c (2002).p83.

[12]-Yeshin,T. (1998).p.17

[13]- Fill, c (2002) p220.

[14]- Ibid.p.220.

[15]- Philip J. Kitchen. and Patrick De Pelsmacker (2004) P.23

[16]- World Travel Market – London, Global trend report (2007).published by Reed Travel Exhibitions.

[17] -Ibid. The World Travel Market report stated: This shift in consumer attitudes towards sustainability is evident by the introduction by the trade of CO² offsetting schemes, donations by travel retailers to foundations such as The Travel Foundation, airlines buying newer and more environmentally-friendly aircraft and more advertising on eco-tourism and responsible holidays. Germans and Austrians are also increasingly sensitive to this issue and, in general, demonstrate a strong commitment to sustainability and aim to minimize their impact on the areas they visit, as well have a high regard for recycling facilities at accommodation outlets.

 

 

[18]- Philip J. Kitchen. and Patrick De Pelsmacker (2004).P.6

[19]- .pr influences.(2007) Marketing and PR:  The growing importance of social media and search. Available from: http://www.prinfluences.com.au/

[20]- Allen,Katie (2007) Social networking 'a boost to PR’: Available from: http://www.guardian.co.uk/technology/2007/oct/20/socialnetworking

[21]- World Travel Market. London. (2007)Global trend report.

[22]- Ibid .The World Travel Market report stated: The number of mobile phone owners in almost every Asia Pacific market exceeds the number of Internet users, presenting a potentially lucrative channel for travel and tourism players to focus on. Penetration rates of mobile phones are particularly high in Hong Kong, Singapore and Taiwan, which reached 124%, 103% and 102% respectively in 2006, and are expected to continue growing by 3-4 percentage points each year until 2009, according to Euromonitor International.

 

 

 
 
 
 
 
 

THE BRIDGE TO SUCCESS IN PUBLIC RELATIONS