Briefing:Lufthansa was seeking a cultural engagement in order to increase its clientele. The brand wanted an emotional “charge” in a highly competitive market.
Approach: The Literaturfest with its 200.000 visitors and 100 international authors and artists offered ideal points of contact. Pentaship developed a co-operation including extensive communication activities and all options for individual presentation, as well as lottery drawings via Facebook and on the websites.

Results: The engagement was being rewarded with a high reminder value of the Sponsor and an intended positioning at a target group usually hard to each for Lufthansa.