The German National Tourist Office (GNTO) New York invites proposals for the development
and implementation of a social-first, creator-led marketing campaign in the United States,
scheduled to launch in fall 2026.
The selected partner shall develop an overarching campaign concept and creative strategy
that combines the following elements:
- Germany’s culinary diversity and regional identity
- Authentic and culturally relevant travel experiences
- Premium travel storytelling
- Lufthansa’s new Premium On-Board Experience as an integrated campaign component
The concept must be developed in a way that is suitable for social media distribution and
should demonstrate how Lufthansa can be incorporated in a natural, editorially credible, and
value-adding manner.
Proposals may be based on original creator-led concepts, branded content, editorial storytelling, or existing host-led, episodic, or format-driven video concepts, provided that the integration is authentic, strategically relevant, and aligned with the campaign objectives.