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New Lufthansa campaign: A product of Lufthansa


Further refinement of previous campaign – New motifs to be used worldwide

“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 is launched today. The campaign places even more emphasis on such core brand values as quality, innovation and strong industry leadership. “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 can trust.”

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 makes 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 Lufthansa”. Catchphrases with positive associations such as “Check-in freedom” or “New horizons” pick up on specific customer needs and convincingly convey the theme of the ad in question. Passengers can thus experience Lufthansa’s service on an emotional and rational level. 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 will be deployed in selected daily newspapers, business magazines, special interest magazines and on advertising billboards in Germany, as well as in international strategic markets. In addition, online and mobile banner ads will be placed on selected German and international portals and websites. The key 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. The marketing 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 branding.

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 coordination.


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