Lufthansa is a German airline and also the largest airline in Europe, both in terms of overall passengers carried and fleet size, with operations worldwide. Lufthansa is one of the five founding members of the Star Alliance, the world's largest airline alliance, formed in 1997.
Lufthansa was expanding its network to new long-haul sun destinations and the main goal was to attract as many relevant users from Europe as possible to book their overseas flight. For this purpose, we created and developed a Dreamscapes website that presented 6 new and attractive destinations where Lufthansa operates: Maldives, Mauritius, Cancún, Tampa, Panama and Nairobi.
promote and present Lufthansa’s new long-haul sun destinations
increase traffic to Dreamscapes website
promote the Premium Economy Class and the new Lufthansa service
With so many online travel guides, travel websites and blogs all over the web, the main challenge was to differentiate from them. We didn’t want to develop one more generic travel guide that will repeat information that could be found anywhere on the web. At the same time, we wanted to enhance user experience and present the content in an attractive way.
One of our main concerns was how to stimulate users from Europe to book an overseas flight. For most of them, the decision-making process is long and it takes several months before buying a flight ticket. Users tend to continually return to the website and explore its offers and price before making a final decision.
Since we knew that most users will land on the website for the first time, we figured there should be an additional trigger that will encourage them to participate, explore destinations and come back again.
In an effort to step away from the typical travel guide and sandy beaches content one would expect when presenting a vacation destination, we decided to introduce the unique, interesting and little-known facts about each destination. Of course, there’s no denying the pristine beaches and crystal clear ocean, but we chose to communicate them through visuals and focus the content on stories that would convey the spirit of the people and the destination.
This meant investing more time in initial research of locations and their local curiosities that are not so commonly known among the wider audience. During this process, it was very important that the content and design team worked together to find the best possible way to attract more users and keep them interested in the destinations.
We decided on several ways how to connect with users through the website and its content:
Social feed included in the content, such as Instagram photos of food typical for each destination, along with the traditional and local recipes. We avoided generic food photos to transfer a piece of the authentic cuisine and show users what local food really looks like.
almost 130.000 visits on the website in a period of only one month
26% more contest applications via FB ads than expected
users mostly shared Dreamscapes on Facebook (76,1%), followed by Twitter (14%)
visitors who shared the website with their friends had above average traffic quality (112% more pages/session and 449% higher session duration)