Lufthansa – CEO Visit


The Lufthansa CEO, Carsten Spohr, came to Cape Town to attend the group’s annual marketing conference. The LWBC team was tasked with setting up media liaison with Mr Spohr during his time in Cape Town, in order to establish and maintain relationships with key media and ultimately generate publicity for the client.


The agency decided on the organisation of a high-level round table event, where Mr Spohr and other top management executives could interact with key business and aviation media from South Africa and Germany. The exclusive event was held at the Westin Hotel, and the conversation was largely centred around topics like tourism and the Groups investment into Southern Africa.

Further, the agency saw an opportunity for media attendance and coverage through the official opening of the new iThemba primary school – the flagship project of the Lufthansa helpalliance – which took place while Mr Spohr was in Cape Town. The agency handled media invitations and developed a press release for dissemination to media that were unable to attend on the day.

A team of LWBC professionals attended the events to ensure the management and running of the events, including set up, media liaison and interview handling.


  • 2 key media in attendance and 20 media hits for the iThemba opening
  • 7 key media in attendance and 22 hits for the CEO round table
  • 1 street pole sign achieved in the Cape Argus on the back of the arrival of the Lufthansa global marketing team in Cape Town