RDU Says ‘Yes’ to Frankfurt

As Raleigh-Durham International Airport’s agency of record, Bell & Porter was tasked with introducing Lufthansa’s new nonstop service between RDU and Frankfurt through a comprehensive, brand-aligned destination campaign. The nine-month effort represented nearly $700,000 in advertising investment and required close coordination across RDU, Lufthansa’s global marketing team, and agency partners. The challenge was to build awareness and demand across North Carolina while maintaining Lufthansa’s global brand standards and making the new international connection relevant to travelers throughout the local market.

Bell & Porter led domestic campaign strategy and media buying using RDU’s Air Service Development marketing funds, managing planning, placement, optimization, and reporting throughout the nine-month campaign. The team also coordinated a three-day Lufthansa brand activation in a 3,000-square-foot storefront at Raleigh’s North Hills, overseeing site selection, contracting, local logistics, and food and beverage partnerships. Lufthansa’s agency partner led the experience within the activation space, while Bell & Porter served as the local stakeholder liaison and project manager, connecting RDU, Lufthansa, agency partners, vendors, and the venue throughout execution.