In addition to pilots and crews from their parent company, Deutsche Lufthansa AG, LAT offers training services to around 150 other airlines, as well as a special flight academy for pilots in training, the European Flight Academy.
Marion Heckmann is Director of Marketing at Lufthansa Aviation Training. She manages all marketing activities, from strategy and positioning of the company in the market, to the management of all brands and specific marketing to target groups. We spoke with her about how Canto’s digital asset management (DAM) system supports her work, which includes online and social media activities, as well as event planning and the company’s participation in trade shows.
Can you tell us a bit about how you use Canto?
Currently, we’re using Canto internally in the marketing department and with the agencies that work with us on communications projects. In the longer term, however, we plan to integrate the DAM system throughout the company.
What gave you the initial impulse to take a closer look at how you manage digital assets?
Our company has only existed in its current form since 2017, after Lufthansa Flight Training merged with the training company of Swiss. During the merger, we had to re-evaluate all of our basic software. We didn’t have a dedicated media library that was sufficient for the scale we needed, so we were starting from scratch, so to speak.
There was a high demand for content from the very beginning, particularly from the flight school, where we were recruiting a lot of flight students. We needed fresh content for the social media campaigns on a daily basis, especially in the early stages. We had to find a tool that was capable of storing a lot of images and video footage that people could retrieve quickly and edit together.
What does a typical workflow look like for you nowadays? How is it different from the past?
Since there was no media library, we actually started out working with CDs that were sent to us. It was quite an effort to sift through these collections and check them for relevance. We had to decide what we wanted to include in the new library and how we wanted it to be indexed.
Our goal was to gather and consolidate content from various locations. Among other things, this meant that there was a lot of material coming in from other sources, for example from various drives. During this time, we also had to recreate a lot ourselves; production was very intense during that phase.
What file types other than images and videos do you manage in Canto?
Our brand assets for internal use and for agencies, for instance logos. As some videos and images are used across departments, we plan to bring other teams on board soon, so they can use Canto as well.