Mindshare, a media services agency under GroupM and part of WPP, has formed a strategic collaboration between its India and Italy teams as it has announced a synergy with Lufthansa German Airlines.
Aimed at showcasing the culture and vibrant lifestyle of Milan, Italy by creating an authentic travel experience, the partnership intends to blend the creative expertise of both the counterparts, elevating the travel experience through their innovative storytelling and influencer partnership.
For the same, Mindshare has brought together diverse perspectives from creators in India and Italy capturing their authentic and a true insider’s view of Milan’s cultural hidden gems, culinary delights, and fashion hotspots.
Indian travel creator Tanya Khanijow embarked on a curated journey, guided by Italian influencers- Elisabetta Roncati, Lucia Peraldo Matton and Livio and Matteo Cesareo offering audiences a true insider’s view of Milan. As per the agency, their itinerary drew a spotlight on local favourites, intimate gelato shops, under-the-radar experiences, and iconic landmarks, delivering a genuine and enriching travel narrative that resonates with diverse audiences.
Further the agency clarified that Lufthansa German Airlines, through this initiative, offered a seamless and luxurious travel experience, underscoring its commitment to superior services and ensuring that the journey itself becomes an integral part of the adventure.
This strategic collaboration between Mindshare- India and Italy, and Lufthansa German Airlines represents a transformation in travel, enriching the experience and emphasising an experience in its true Italian spirit while fostering cross-cultural connections.
Speaking on the development, Sng Ju Stephanie, Global Marketing, South Asia and Southeast Asia, Lufthansa Group, said, “We are excited to launch our new experience-first campaign, Lufthansa India-Italy Insider, in collaboration with Mindshare India. This campaign embodies the spirit of Lufthansa German Airlines as a travel-lifestyle companion. As a brand dedicated to delivering best-in-class experiences for our customers, this partnership with Mindshare India showcases innovation and expertise in crafting influencer-driven solutions with the consumer in mind. Together, we have successfully brought to life a campaign that drives synergies across travel and lifestyle, setting a new standard for global collaboration.”
Further, Amin Lakhani, Chief Executive Officer, Mindshare South Asia, said, “Mindshare India and Italy have had a stellar collaboration to craft this one-of-a-kind campaign for Lufthansa. From a travel campaign perspective, it is important to focus on the consumer journey and keep in mind the cultural nuances, which is what our India and Italy teams have seamlessly focussed on. With Lufthansa, travel, culture, and influencer marketing came in perfect sync. We have yet again pushed the boundaries of what can be done in the realm of Influencer Marketing.”
