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MMGY & Lufthansa’s “Our Haus Is Your Haus” Campaign

Jessica Sibert

It’s not every day a client asks us to build an entire house inside of a Florida mall. But lucky for us, Lufthansa is that kind of client. To help bring awareness to Lufthansa USA’s new Tampa flights, MMGY designed a “Haus” inside of the Tampa International Plaza & Bay Street Mall. The haus showcased the Lufthansa brand with an authentic German façade.

Over a span of two days coinciding with the launch of the Tampa flights, we positioned willkommen mats, doors and flight attendants around the mall. Guests interacted with the flight attendants and were directed to the Lufthansa Haus to unlock signature experiences, prizes and the chance to win a visit to Lufthansa's home in Frankfurt. Once in the Haus, visitors were encouraged to engage with different experiences in each "room" of the Haus, including Duolingo German lessons in the dining room, Ripples coffee in the kitchen, and virtual reality in the living room.

In addition to the Haus activation, we incorporated other initiatives into the campaign including:

  • Influencer Dinner: Lufthansa hosted a media/influencer "Haus Party" featuring exclusive German dishes and drinks, live German music and more at the Renaissance Tampa International Plaza Hotel to generate buzz about the campaign and get the word out about the new Tampa flights and Lufthansa services.
  • Social Campaign: To reach a broader audience of social media users and consumers, Lufthansa launched a two week-long social media contest in order to generate interest in the new nonstop service between Tampa and Frankfurt and engage entries for the grand prize. Online social media entrants participated by using the campaign hashtag #Hausguest on Twitter, Facebook and Instagram for the chance to win a Lufthansa suitcase packed with all of the items they need to be the perfect #Hausguest.

The activation and influencer dinner were both a massive success based on the amount of coverage, impressions and engagement received. We were overwhelmed (in a good way!) with the constant crowd of people in and outside of the store, all of whom were engaging with the brand and our ambassadors and who were notably our target audience. The campaign garnered over 23 million impressions, over 1 million paid social impressions and 21 mission organic social impressions. Plus, we received 600,000 offline impressions and generated 1,092 leads.

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