Lufthansa kicked off its #SayYesToTheWorld DM Destination contest on its Instagram account.
Starting Monday, the airline will post images of nine “surprising” international locations that it flies to—including Amsterdam, Cairo and Tel Aviv—and Instagrammers can send messages to @lufthansa_usa via Instagram Direct explaining why they want to “say yes” to that destination.
Representatives from Lufthansa will then review all of those DMs and judge them on creativity, originality and connection to the destination, and the winner will receive two round-trip premium economy tickets to that destination, booked via Instagram.
Lufthansa said in a release that 48% of Instagram users rely on photos and videos on the platform to help them choose their next travel destination.
The campaign was created by DDB New York, and it will be supported with paid ads on social and other digital initiatives. The contest runs through Dec. 17.
Lufthansa head of marketing for the Americas Andreas Gassler said in the release, “Lufthansa is widely known to offer a premium travel experience, so we are very excited to offer this top-of-the-line experience to the lucky winners of DM Destination. Since social media is such an important source of travel inspiration, we decided to transform that inspiration into a real-life experience and bring our winners to amazing destinations that until now, they may have only dreamed of.”
CREDITS:
Client: Lufthansa
Campaign: DM Destination
Head of marketing, the Americas: Andreas Gassler
Marketing manager, the Americas: Jeanine Ricci
Social media manager, U.S.: Lara Plutzer
Creative agency: DDB New York
Chief creative officer, worldwide: Ari Weiss
CCO: Derek Barnes
CCO: Lisa Topol
Head of account management: Jeff Prince
Global business director: Ritu Sharma
Account director: Caroline Uffelman
Senior art director: Austin DeJonge
Senior copywriter: Andrew Beckman
Strategist: Alex Danks
Senior digital strategist: Taylor Cohen
Chief production officer: David Fisher
Integrated producer: Elizabeth Stebner
Production company: Cool Dry Place
Production company: Votigo
Media agency: Mindshare New York
Client lead: Fred Parachini
Senior associate: Lauren Poplawski
Associate: Shelby Estevez
Director, digital: Alexandra Geisler
Manager, digital: Justin Kim
Senior associate, digital: Roy Zhou
Associate, digital: Zaim Zaheer
Media agency: Mindshare Content +
President: Greg Manago
Head of strategy: Patrick Lylo
Social strategist: Heidy AbdelKerim
Art director: Benjamin Chiang
Influencer partnerships: Influential
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