Traditionally, the campaign for international long haul flights is the most important in the entire marketing year of any big airline such as Lufthansa. Thus, Lufthansa reaches out with targeted and customized online campaigns and a wide coverage in classic print media. But how to reach people on the streets with the message, that their individual dream destination is just one little step away from reality?

During a cold European or Central American winter, it’s something we’ve all thought about: What if I simply took a plane – and just left? To make this thought a reality, Lufthansa has provided an international out-of-home campaign with a smart, digital super brain, targeting exactly the needs of the people in each city and during each period of the day.

Based on the location of each display, Google Trends updates the region’s most popular travel destination. Real-time transportation data (like from the carpooling service car2go) and Google Maps are used to show the route from the display to the dream destination and the time it takes to get there. The current flight price and the travel time are displayed down to the second.