Lufthansa to launch new international image campaign

Travel News Asia 25 August 2004

Lufthansa is to launch a new, international image campaign from 26th August with "All for this one moment" as the central message. In terms of content, the campaign will focus on the topics of quality, innovation and confidence. The aim is to intensify the emotional appeal of the Lufthansa brand and to position Lufthansa more clearly as the "Airline of trust".

"Our customers associate the name Lufthansa with aeronautical competence and outstanding strengths such as excellent product quality, innovativeness, the worldwide route network, technical know-how as well as safety and reliability", explained Thierry Antinori, Vice President Marketing and Sales at Lufthansa German Airlines. "Since, within the last few years the focus was on price advertising due to the general economic conditions, with our new advertising approach we again want to strengthen our brand in the long term and to increase the level of brand awareness in our strategic markets". The new approach will also be integrated in the implementation of direct and online marketing.

The premiere of the new Lufthansa image campaign will consist of an advertising motif of a sleeping couple aboard an aircraft, which makes the moment of security and feeling of wellbeing on board perceptible in both words and picture. The focus will be on service aspects of Lufthansa which generate rational and emotional confidence and thus lead to this special moment of satisfaction. "Our customers not only book a Lufthansa ticket, they invest their trust in us. With the campaign idea All for this one moment', we show that everyone at Lufthansa is committed every day to justifying this confidence. As the "Airline of trust" we make the customers our focus of attention and we emphasize our clear service-orientation", according to Thierry Antinori.

In further advertisement motifs aspects will be featured which make flying with Lufthansa so relaxing and extend from the training of highly-qualified pilots via the new seats in the Business Class right through balanced menus and attentive service on board. The campaign always focuses on the passenger and his personal experiences and the moments of satisfaction which make a journey with Lufthansa unmistakable.

The tactical price advertising will also be brought under the campaign umbrella of "All for this one moment". As a result the attractive Lufthansa price offers will also be given a clear quality and brand promise. "The new brand approach is thus also the prelude to an intensified, integrated positioning of all marketing aspects", explains Antinori.

The Lufthansa image campaign will start in selected daily newspapers, business magazines, special interest magazines and on large posters in Germany. Subsequently, depending on the level of brand awareness and position in the market, various motifs will run in the strategic markets of the USA, Great Britain, Italy, France, Switzerland, Spain and Japan. Overall, the concept will be implemented in over 40 countries. The slogan "All for this one moment" will be translated into the respective national language and will form the campaign link besides a uniform visual approach. It provides supports and confirms the central claim "Theres no better way to fly", which will continue unchanged.

The agency M.E.C.H. The Communications House, Berlin, is responsible for the creative development of the new Lufthansa advertising approach. The agency, which is owned by McCann-Erickson Deutschland, is part of a worldwide network with offices in 131 countries. The Frankfurt agency Mindshare will be responsible for media strategy and coordination.

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