Lufthansa's presence is totally unexpected at the Book Fair where usually writers, publishers, intellectuals are. And nobody expects Lufthansa to be informal and humorous.Lufthansa gets its own designed book fair booth. All the information there was adapted to the jargon of literary critics. The Lufthansa values (connections, punctuality, service, price) were presented as book titles. Also posters and flyers were designed.A German comedy star Peer Augustinski read out excerpts of the timetable and interpreted it pseudo-intellectually.By presenting the timetable unusually, it was turned into news and the brandvalues were transported in a most original way.

The unusual and attention-grabbing appearance was reported in German newspapers and radio.In the context of its communication strategy Lufthansa extended its communication spectrum with new accents and presented itself to the customer as a creative, innovative brand.By taking the product (Flight timetable) out of its normal context (travel agents) we grabbed the attention of a very relevant audience and made a strong emotional statement for the brand.