Lufthansa Begins Boarding ‘DM Destination’ Contest on Instagram

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Lufthansa kicked off its #SayYesToTheWorld DM Destination contest on its Instagram account.

Starting Monday, the airline will post images of nine “surprising” international locations that it flies to—including Amsterdam, Cairo and Tel Aviv—and Instagrammers can send messages to @lufthansa_usa via Instagram Direct explaining why they want to “say yes” to that destination.

Representatives from Lufthansa will then review all of those DMs and judge them on creativity, originality and connection to the destination, and the winner will receive two round-trip premium economy tickets to that destination, booked via Instagram.

Lufthansa said in a release that 48% of Instagram users rely on photos and videos on the platform to help them choose their next travel destination.

The campaign was created by DDB New York, and it will be supported with paid ads on social and other digital initiatives. The contest runs through Dec. 17.

Lufthansa head of marketing for the Americas Andreas Gassler said in the release, “Lufthansa is widely known to offer a premium travel experience, so we are very excited to offer this top-of-the-line experience to the lucky winners of DM Destination. Since social media is such an important source of travel inspiration, we decided to transform that inspiration into a real-life experience and bring our winners to amazing destinations that until now, they may have only dreamed of.”


Client: Lufthansa

Campaign: DM Destination

Head of marketing, the Americas: Andreas Gassler

Marketing manager, the Americas: Jeanine Ricci

Social media manager, U.S.: Lara Plutzer

Creative agency: DDB New York

Chief creative officer, worldwide: Ari Weiss

CCO: Derek Barnes

CCO: Lisa Topol

Head of account management: Jeff Prince

Global business director: Ritu Sharma

Account director: Caroline Uffelman

Senior art director: Austin DeJonge

Senior copywriter: Andrew Beckman

Strategist: Alex Danks

Senior digital strategist: Taylor Cohen

Chief production officer: David Fisher

Integrated producer: Elizabeth Stebner

Production company: Cool Dry Place

Production company: Votigo

Media agency: Mindshare New York

Client lead: Fred Parachini

Senior associate: Lauren Poplawski

Associate: Shelby Estevez

Director, digital: Alexandra Geisler

Manager, digital: Justin Kim

Senior associate, digital: Roy Zhou

Associate, digital: Zaim Zaheer

Media agency: Mindshare Content +

President: Greg Manago

Head of strategy: Patrick Lylo

Social strategist: Heidy AbdelKerim

Art director: Benjamin Chiang

Influencer partnerships: Influential

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