Lufthansa is more than just one of the world’s leading airlines, it also comprises a group which includes the world’s second largest caterer, Sky Chefs, and one the world’s leading Maintenance, Repair and Overhaul specialists, Lufthansa Technik. It is also a founding partner of Star Alliance.
Director Malcolm Cupis directed Lufthansa’s PR activities in the Middle East and North Africa for several years, reporting to then regional head of corporate communication Markus Ruediger. This included work for the passenger airline, for Lufthansa Technik and for Star Alliance.
The scope of work included a comprehensive media relations campaign. Originating and distributing media stories throughout the Middle East and North Africa, and also regionalising and distributing corporate stories that were originated in Frankfurt. Malcolm also assisted with crisis preparation for the regional management team, working closely with IATA’s crisis communications team. Work also included organising press missions for journalists from across the region to various sites in Germany and to Airbus in Toulouse, and exhibition support around the Dubai Airshow.
“Malcolm showed excellent knowledge, commitment and professionalism and a great range of skills in working with us in the Middle East,” says Markus Ruediger. “He was highly effective at gaining media coverage for us and invaluable in assisting with crisis preparation training. He regularly took groups of journalists to Hamburg, Frankfurt and Toulouse, which generated very good understanding among journalists in the region.”