Lufthansa has launched a new online marketing initiative, with a dedicated URL, which will encourage and allow travellers to share memorable travel experiences.

The so-called Lufthansa Memory Network went live yesterday (3 April) and is being promoted with the tagline “ready to remember”. At the time of writing, some 70 memories have been uploaded so far.

Created along the lines of a “neuronal network” the site – part social network, part Instagram – uses a range of standard search filters and tags to connect different memories. The idea is “to exchange more individual and personal travel experiences with the goal of inspiring travel.”

The PR around the launch also talks about promoting Lufthansa’s “heritage aspect” which the airline is also using for consumer campaigns this year.

In terms of the memory network, the heritage aspect means there are some interesting images from the 1950s and 1960s which sit alongside the more contemporary visuals.

In theory, this idea of creating a network of inspirational and connected memories has merit, but to gain traction it needs a critical mass of source material upon which the connections can be formed, not unlike the neural networks it is trying to emulate.

Consumer-facing travel marketing is a complicated, expensive and important discipline. As travel brands try to engage consumers – no mention here or obvious link to booking and pricing engines – Lufthansa deserves some credit for trying something different.