The passenger division of German airline Lufthansa is carrying out
a global PR review as it gears up to compete in the newly-deregulated
European market and attempts to expand its business in Asia.
The airline, which completed its privatisation process last month,
currently retains around ten agencies outside Germany. It has
shortlisted four agencies for a pan-Asian account and is planning to
appoint firms in Western markets including France, Italy, Spain, Canada
and the US.
’Our strategy is to raise the Lufthansa profile in key markets,’ said
Dan Lewis, general manager for international corporate affairs.
’We’re looking for support on a regional basis in some areas and in
smaller markets we will have a single agency, for example in Canada,’
The in-house operation is also being restructured. Five corporate
communications managers have been appointed to oversee regional PR in
South America, the US, Central Europe, Africa and the Middle East and
most recently in Asia. Clara So was appointed senior manager for
corporate communications in Asia this month. She is based in Singapore.
A sixth manager is due to be named to oversee Northern Europe from
The new managers report to Lewis, who is based in Frankfurt. They will
be responsible for the agencies in their regions.
The airline does not employ agencies on a regular basis in the UK, but
Cohn and Wolfe was hired last year to promote Lufthansa’s European
passenger business class offer.
Lufthansa plans to cover PR in all its markets with a mixture of
agencies, freelancers, former staff and in-house specialists to handle
its corporate, media, crisis and marketing communications.
The airline flies to 88 countries and is the second-largest
international passenger carrier in the world after BA. Excluding the US
domestic market, it is the largest scheduled cargo carrier.
Over the last two years, Lufthansa has restructured to create five main
businesses, which handle passengers, cargo, technical, IT and catering.