'No junk mail' version: Underlines the value of the Email and SMS: The postcard features a 'No junk mail' sticker for the recipient's mailbox. It's not advertising, it's information. Raises sympathy for electronic information channels and penetrates the idea that Lufthansa delivers only relevant information.'Mobile phone' version: SMS users expect only relevant information. We demonstrate the practical and relevant uses of SMS in one's business.'Bag it' version: This approach dramatises how old-fashioned printed information can be and attracts attention to electronic news. A convincingly simple demonstration of the transience of paper-based information and a pointer to electronic alternatives.

Out of the 454 pan-European American Express travel agencies, 384 participated (92% participation ratio). This participation ratio is especially remarkable considering Lufthansa is not the national carrier in these countries. From the approx. ... 3,800 possible travel agents, approx. ... 38% participated in the quiz stages. Additionally, respondents to an online questionnaire were overwhelmingly positive in their evaluation of the mailing which resulted in the client being fully satisfied.