dmexco presented

Lufthansa #FlyingLab: The dmexco
Pre-Conference at 30,000 feet

Outstanding – Unique – Inspiring

The dmexco pre-conference was held on September 11, 2017 on board Flight LH 405. For this group of visitors, dmexco 2017 already began in New York in the Lufthansa FlyingLab — an exclusive conference high above the clouds, which was broadcast to all passengers via video live stream.

In the FlyingLab, top speakers of the dmexco Conference discussed the most important trends and innovations in the sector and answered the passengers’ questions in the subsequent Q&A session. The participants enjoyed being involved in this unique event and having the opportunity to make new business contacts even before the official beginning of dmexco.

Watch here all videos and photos!

The Speakers on Board with their Presentations

Terence Kawaja, Founder and CEO of LUMA Partners

Terence Kawaja, the inventor of the Lumascapes, presented an exclusive dmexco LUMAscape, which offered fascinating insights into the ecosystem of our sector and its interactions at dmexco.

Jon Collins, Global President of Integrated Advertising, Framestore

Storytelling with VR: Live-Demo with Jon Collins, President of Integrated Advertising, Framestore


Natan Edelsburg, Executive Editor / EVP, Muck Rack & Shorty Awards

Reaching new heights in social media — the Shorty Awards, presented by Natan Edelsburg

The Shorty Awards, which are now in their tenth year, honor the best of social media by recognizing the outstanding influencers, brands, and organizations on Facebook, Twitter, YouTube, Tumblr, Instagram, Snapchat, Vine, and other channels. Past winners have included Taylor Swift, Tyler Oakley, Casey Neistat, Hannibal Buress, Malala Yousafzai, Jenna Marbles, J.K. Rowling, PewDiePie, and DJ Khaled. To help the audience understand what it takes to achieve greatness in today’s ever-changing social media ecosystem, Senior Supervising Producer Natan Edelsburg showcased some of the winners of recent years.

Cindy Chin, Member NASA Datanauts & David Meza, Chief Knowledge Architect, NASA – Johnson Space Center

Look up to the stars:  A talk between Cindy Chin, Member of the NASA Datanauts, & David Meza, Chief Knowledge Architect, NASA – Johnson Space Center

Looking up to the stars was the theme of an inspiring talk by Cindy Chin and David Meza about NASA innovation, digital transformation, and new competitors. The speakers took a look far into the future to speculate about what could potentially be the next big thing in travel.

Interesting Article about the FlyingLab of dmexco in the Media:


Digiday UK: Lufthansa’s FlyingLab turns airplanes into an event space

What visitors experienced in the FlyingLab

At the gate in New York: We welcomed the participants of the Lufthansa FlyingLab 2017, who then immediately met the other dmexco visitors and started to engage with them. All of them received exclusive FlyingLab packages for their participation in our unique pre-conference 10,000 meters above the ground.

On board a Boeing 747-8: We had set up a live studio with a camera in which five high-powered speakers gave their exciting and inspiring presentations. All of the participants watched the presentations from the comfort of their seats using a Wi-Fi connection and then had the opportunity to ask the speakers questions directly during the subsequent Q&A session. After the program, there was plenty of time for interesting talks with the speakers and other dmexco visitors.

At Frankfurt Airport: The participants were welcomed and taken by shuttle bus from Frankfurt to Cologne.

On September 12, 2017: All of the participants of the FlyingLab were on the guest list for the VIP Opening Party, which started at 9:30 p.m. in the Flora party venue in the Cologne Botanical Garden. There they had many opportunities to connect with other top-level guests in an exclusive atmosphere and round off the evening before the launch of dmexco.

dmexco 2017: On September 13 and 14, the participants were able to enter dmexco, the leading trade fair for digital marketing, as well as the outstanding Conference, free of charge.

Return trip: The FlyingLab package also included an individual return flight.

Are you curious? Click the button below and read an interview about how the FlyingLab experience works.