Lufthansa wants to inspire more travel in 2017. There’s already more travel content out there than there are pebbles on the beach. But we want to show that you can take more from travelling than a few seaside selfies.

Germans love to travel. But they often travel to places they have been before or where they know what to expect. The German airline Lufthansa wants to encourage them to discover new places with the travel inspiration campaign #LifeChangingPlaces. And perhaps even learn something new about themselves on their journeys.

Germans like to travel. But they often travel to places where they know what to expect. Lufthansa inspires them to discover new places with the #LifeChangingPlaces campaign. To make ourselves stand out, we use a visual style for the films that showcase the places in a new and authentic way.

The #LifeChangingPlaces spot, aired from September 2017 onwards, tells the stories of Thomasina Miers, Gesa Neitzel and Chris Burkard and their experiences in Mexico City, Sout Africa and the Lofoten Islands. The spots were part of an integrated travel inspiration campaign that stretched over several communication channels: TV, cinema, Facebook, YouTube, Instagram, a dedicated website (campaign hub), OOH, travel agency interiors and print advertorials.

The whole campaign had a reach of 300,379,675, a view rate 12% over benchmark and a watch time of 549,718 hours.