Despite its long history, Lufthansa has recently faced challenges with increasing passenger numbers post-COVID-19 but declining service quality. This led to widespread dissatisfaction, numerous complaints, and damage to its brand image, reducing customer satisfaction and loyalty.
Lufthansa aims to enhance its brand image and foster customer loyalty by targeting business travelers with a new Golden Membership Card, offering exclusive perks like convertible beds, personal assistants, and customized inflight meals for those flying over 20,000 miles annually.
Problem Statement
Solution
Goal
To rejuvenate the brand image, the project aims to create an appealing Golden Membership service tailored to company's largest target demographic, namely business class passengers.
Consumer Persona
In order to create the right brand positioning statement and campaign, the project first focused on the target group and persona. According to the data gathered, Klaus Müller fitted the most common Lufthansa customer.
Empathy Map
To understand the customer on a deeper level, the project focused on the consumer's daily life. The empathy map revealed what are Mr. Müller's pains and gains.
Business Model Canva
Sentiment Analysis
Goals and KPIs
Published once before the launch of the campaign, this communication tool targets a German-speaking audience, It focuses on Lufthansa's emphasis on daily domestic flights and routes within Germany.
Product - Der Spiegel article
Product - Onsite magazine
On-site magazine targets Lufthansa passengers, especially frequent flyers, with a quarterly magazine edition highlighting new features for Golden Membership members.
