|Image courtesy Lufthansa|
At the ITB show in Berlin, German carrier Lufthansa announced a new media campaign titled “nonstop you”.
The new campaign attempts to build on the carrier’s strong reputation amongst business travellers and also targets leisure travellers more directly than before.
Signifying a change in focus by airlines across the globe this year, the campaign focuses on the passengers and their wishes, experiences and dreams that are linked with flying Lufthansa.
The new brand positioning was explained by Dr. Reinhold Huber, Senior Vice President Product and Marketing, Lufthansa German Airlines,
“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.”
This focus on “passengers as people” is also found at Dubai based Emirates airline which revealed its new “Hello World” campaign and TV spot recently.
In this, the first English ad, Lufthansa uses owls for the warm cuddly feeling, and moving on to its metal birds and a low fare offering. The one aspect of this ad that escapes me, is the Airbus A380 superjumbo. The ad appears to be targeted at the European market, and the A380 is only used on intercontinental routes by Lufthansa. So why feature it at all?
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