The app was launched globally in the App Store across all Lufthansa markets. Local market language customisation, including non-western scripts were built into the Xcode. A separate version of the app was built for the Italian market to handle specific competition regulations and a non-contest version was also made available for local app store submission where contests are prohibited.

Awareness of the App was driven at a local level, again using a smartphone-out approach leveraging social media to promote downloads in the absence of significant media spend. In the UK highly targeted Facebook advertising was used.

The app was downloaded from the App Store over 8,000 times in 75 different territories/ markets, over 50% of which was organic growth; and this organic growth continues today.

In the UK the Facebook campaign had an overall reach of 440,000, a click through rate of 1.2% with a total media spend of just £3,000.

Booking levels and flown revenues to date have significantly exceeded expectations.