挑战
Deutsche Lufthansa Group is one of the world’s leading airline groups. As Artefact has been responsible for the affiliate programs of Lufthansa and SWISS Airlines for more than 10 years, the group has recently decided to further trust Artefact and handed over the responsibility of Austrian Airlines and Eurowings affiliate programs to them as well.
On their extensive route network, based on a multi-hub strategy, they offer their customers premium offers with a high degree of travel flexibility and high-quality service.
In addition to a global strategy to increase the online bookings of every single airline, a central first touchpoint should be found for the metasearcher (flight prices engines).
战略
为了增加联盟渠道内的全球在线预订量，建立了一个专门的推广图。按照这个计划，在过去一年内建立了几个市场，并进行了扩展和优化。目前，我们正在为汉莎航空、瑞士航空、奥地利航空和欧洲航空在4个网络的17个市场上运行项目。
In order to efficiently expand the set of different countries, it was essential that both – country specifications and network strategies – were taken into account. Some countries are more efficient if they are serviced from the corresponding country by a local network. Other small markets lack the volume to stand alone as a campaign. For this reason, an international campaign was set up to consolidate all non-stand-alone campaigns.
Taking into account the different country conditions and the goal of working as cost-efficiently as possible, Artefact and the Lufthansa Group decided on a hybrid network strategy – a mixture of public and private network. This has led to a permanent increase in performance as well as a successful long-term partnership with the affiliates.
Utilizing Artefacts own inhouse private network combined with high level of technical knowledge, the Lufthansa Group trusts Artefact being the central first touchpoint for the metasearchers. The open book policy of the Lufthansa Group itself allows the transfer of knowledge between campaigns and airlines to be exchanged and applied without difficulties.
所有这些方面在汉莎集团、Artefact 、网络和联盟伙伴之间形成了坚实的结构性基础。
影响和主要成果
为汉莎集团集中管理众多的联盟营销活动，结合我们的国际知识和元搜索器，导致了：
