Children are becoming more and more mobile. Increasingly, their world is shaped by technology. In order to introduce them to the fascination of flying, teach them about technology in a playful way and acquaint them with all aspects of the Lufthansa Group’s activities, Lufthansa has launched its own club for kids and teens “JetFriends” this year. The club is open to all German and now English speaking children and youngsters worldwide between the ages of three and sixteen. Membership is free. “We want to communicate with interested children from all over the world in a way that is appropriate for their age and explain complex matters and technical processes. With JetFriends now also available in English, we are offering children from all parts of the globe, access to the world of Lufthansa, laying the foundations for long-term customer loyalty and increasing the emotional appeal of the Lufthansa brand,” says Uwe Wriedt, General Manager U.A.E, and Director for the Gulf and Pakistan, Lufthansa German Airlines.
The central meeting point for club members is the www.jetfriends.com website. Information about the Lufthansa Group is presented in a child-friendly way and grouped under five headings, revealing the wonderful world of flying in all its facets. JetFriends allows children to look behind the scenes of the world of aviation. Experts – ranging from aircraft mechanics and pilots to specialists in animal transports – provide fascinating insider knowledge,” Uwe Wriedt explains. Under the heading “Terminal”, children and teens get a behind-the-scenes glimpse of air travel and the range of services provided by Lufthansa. Everything – whether it is an introduction to individual professions, technical descriptions of how engines work or an interactive presentation of the Lufthansa fleet – is clearly explained.
Information on different cultures and sights at the most interesting destinations worldwide and on various aspects of environmental care and social commitment is introduced under the heading “Boundless Travel”. “Workshop”, meanwhile, takes a scientific look at flying. Here youngsters find instructions for building models, making paper aeroplanes, conducting experiments and learning the aviation alphabet. Under the heading “Games”, there are regularly changing online games, competitions and downloads. “Meeting Point” is a members-only area. Users register, receive their own email account and can then take part in moderated chats. After registering, children and teens receive a welcoming letter with a JetFriends card and 2,000 award miles. Every member automatically joins the Miles & More reward programme. The Club card has full Miles & More functions.
To date, Miles & More has about 90,000 members in the two to sixteen age group in Germany, and over 260,000 members worldwide. The youngest frequent traveller to hold the Lufthansa Senator status is aged three. In addition, the twelve million children and young people in Germany alone represent a growth market for Lufthansa. Measures to foster and retain the loyalty of this target group constitute a strategic investment in the future of the Lufthansa brand.
