Lufthansa campaigns on Xiaonei

The campaign, based around the Lufthansa Study Abroad in Europe Group on Xiaonei, is set up as a community forum where audiences can lead discussions, upload photo albums, play games and download podcasts related to European travel.

The campaign further encourages network users to add European countries as friends‚ alerting users of travel tips and deals.

The promotion, developed and managed by Profero, will run on Xiaonei over the next year.

According to Profero, Xiaonei was selected to host the campaign because it is one of China’s leading networking sites and is especially popular among university students.

“China has long been a strategic market for Lufthansa’s global expansion,” Arved von zur Muehlen, managing director of Lufthansa Greater China, said in a release. “The fact that we chose China as the first country to introduce such a comprehensive social networking group proves Lufthansa’s commitment and initiative to our Chinese customers.”