Lufthansa becomes the first European airline to offer such an interactive social networking community for Chinese students to communicate about overseas study (lufthansa.renren.com).
The Lufthansa Group is an online community centre to support current and former Chinese in Europe, as well as RenRen members who are interested in Europe, with special services and information about travel and study in Europe.
Profero, the agency behind the campaign explained that The 'Lufthansa Jetsetter' group means not only a new look, but also an increased portfolio of functions and services to members based both in China and Europe.
Members can find out more information about events and holidays in Europe, participate in European-themed monthly promotions with lucky draw prizes and learn more about Lufthansa's commitment to China through featured Lufthansa China staff profiles.
In addition, the long-running Lufthansa Group student ambassador programme, is now expanding to the 10 main countries in Europe. Each country is assigned a local student 'expert' based in that country, who blogs about their experiences, answers members questions, and shares photos and videos from their life abroad. 'Lufthansa Jetsetters' can 'add' the country as a friend, and receive a special virtual gift as well as updates on new ambassador blog entries and status updates.
The company is sending one of the student ambassadors based in Rome to the Venice Carnival which is kicking off next week, offering a hotel stay, a private tour and costume rental to take advantage of the carnival and blog about the experience.
The 'Lufthansa Jetsetter' group will hold biannual competitions in March and June, offering members the chance to win exciting prizes including air tickets.
Derrick Chiang, MD of Profero Shanghai, said their agency is in charge of the whole programme - from the strategy to execution, management of the ambassador programme, content and community management.
"And we've been in charge of creating, refreshing and running this social media programme for Lufthansa since 2008 (a long time ago in 'digital marketing' years!). The 'relaunch' represents a major revamp for the programme," he said.
Since the launch of the Lufthansa community in 2008, the group has grown rapidly and has already reached over 46,000 members.