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September 20, 2012

Lufthansa and The Museum of Modern Art Team Up to Bring Art to the Skies

By Pardhasaradhi Gonuguntla

New York, New York – Reported by Lillian He for Elite Traveler, the private jet lifestyle magazine

Next time you fly with Lufthansa, you may be in for a treat on your in-flight screen. The airline has partnered up with The Museum of Modern Art to bring a series of videos produced by MoMA to its in-flight entertainment line-up. The video content will feature short interviews with curators, artists, filmmakers and behind-the-scenes access to exhibitions and projects. Passengers will get to experience an exclusive inside look at the famed museum and its collections and programs, all from the comfort of their airplane seat.

The collaboration between Lufthansa and MoMA also includes an array of special offers for the airline’s corporate customers and HON Circle Members, including private tours and invitations to special exhibition previews and receptions.

“Lufthansa strives to understand its customers and to treat them to memorable experiences,” explained Nicola Lange, the airline’s director of marketing. “Our premium passenger demographic is highly educated and very interested in culture and art, making this collaboration with MoMA a natural, and exciting, fit.”

The 30-minute program of short videos, “MoMA: Behind the Scenes”, offered in English and German, will be airing on all transatlantic Lufthansa flights.

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