"Longer fairy tales – A product of Lufthansa" is
just one of the core messages that Lufthansa will be communicating
with its new international marketing campaign, which was launched
The campaign places an emphasis on such
core brand values as quality, innovation and strong industry
"Especially in the present environment,
which is characterised by extreme conditions, tough competition
and change, we want to uphold our brand promise of guaranteeing
continuity," said Hubert Frach, Vice President Marketing,
Lufthansa German Airlines. "By refining our previous campaign 'All
for this one moment', which focused heavily on individual customer
service, we are continuing to position Lufthansa as an airline you
The customer is also central to the new
advertising motifs. The images, shot in a natural, candid style of
photography, depict individuals from over the world, which helps
make the advertising campaign suitable for international use.
Together, the image and the text create a
striking, emotional message that integrates the notions of price,
product and brand.
In place of the former campaign line with the
slogan "All for this one moment", various different key
expressions are linked with the statement "A product of
Catchphrases with positive associations such as
"Check-in freedom" or "New horizons" pick up on specific customer
needs and convey the theme of the ad in question.
The campaign line is complemented by a text
consisting of a sub-line and copy providing information and facts
about Lufthansa's services.
The new Lufthansa advertising
campaign is being deployed in selected daily newspapers, business
magazines, special interest magazines and on advertising
billboards in Germany, as well as in international strategic
In addition, online and mobile banner ads will be placed
on selected German and international portals and websites.
slogan and the message "A product of Lufthansa" will be translated
into the language of the respective country and the motifs will
also be adjusted to suit the region in question.
claim "There's no better way to fly" will be used as before, while
the basic design of the advertising campaign will correspond to
the previous design. One new element is the integration of the
Lufthansa tailfin into the logo bar to further reinforce the
M.E.C.H. The Communications House, Berlin, is
responsible for the creative development of Lufthansa's new
advertising campaign. The agency, which belongs to McCann-Erickson
Deutschland, is part of a global network with offices in 63
countries and will manage the campaign worldwide. Plan.Net Munich
is responsible for the online campaign and the Frankfurt-based
agency Mindshare is responsible for media strategy and
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