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Lufthansa has officially unveiled its new advertising campaign at the ITB in Berlin. The new claim – “Nonstop you” – aptly sums up the airline’s pledge to its customers. On the one hand, “Nonstop you” describes Lufthansa’s recognised leading role in the business travel segment, which is underpinned by a dense route network, comfortable lounges, personalised services and numerous innovations. The new campaign also targets leisure travellers more directly than before. The focus throughout is on the passengers and their wishes, experiences and dreams that are linked with flying Lufthansa.
“The new campaign aims to bring the Lufthansa brand and our ‘Nonstop you’ pledge to life for all our target groups,” says Dr. Reinhold Huber, Senior Vice President Product and Marketing, Lufthansa German Airlines, explaining the new brand positioning. “It signals a change in perspective. Now we are no longer talking so much about what Lufthansa does or what we do for our passengers. Rather the focus is on the people we are doing it for.”
Moving images are a major component of the media mix in the new campaign. In the TV spots, as well as in the print motifs, the emphasis is on the individual wishes, stories and events seen from the passengers’ point of view and the things that make a flight with Lufthansa a special overall experience for them. This is also reflected in the visual language and imagery: The motifs look authentic and natural, and the situations are taken from everyday life. The catchy, rhythmic phrases used in the headlines always relate directly to a passenger experience before, during or after a Lufthansa flight. In the new layout design the Lufthansa logo is no longer set against a dark blue background, which opens up the image. The short, pithy headlines ensure a high recognition factor and a coherent national and international brand presence.
The first nationwide print campaign was launched on 5 March in the leading daily broadsheets such as the Frankfurter Allgemeine Zeitung (FAZ), the Suddeutsche Zeitung and DIE WELT. TV spots will follow in Germany from mid-March in order to emotionally anchor the brand more firmly in the leisure travel segment. A few weeks later, the new advertising campaign will be launched in the European markets and in the second half of 2012 it will underline Lufthansa’s global presence.
The new Lufthansa campaign was developed by Kolle Rebbe, Hamburg, which was chosen as the lead agency at the end of 2011. For the implementation of the campaign outside Europe Kolle Rebbe will rely on “The Network One” – an independent advertising agency network of more than 400 agencies in 90 countries – which will tailor the campaign to the needs and structures of the individual countries and regions.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
