Lufthansa is launching a new image campaign today with an entertaining new TV commercial bearing the slogan “More than just a good flight”. In addition to the commercial, which can be seen all across Germany on television, in online video formats and in cinemas, a digital special edition of the Lufthansa magazine (LH.com/nonstop-you) will form the core of the integrated campaign. This will give passengers the chance to take a look behind the scenes at the Lufthansa Group, and tells the stories of five employees in video format.
“Just as with ’Fanhansa’, the focus of the new campaign will be our passengers. We want to strengthen our brand awareness as a premium airline in a charming and entertaining way”, says Benita Struve, Head of Marketing Communication at Lufthansa.
The new TV commercial, which is in the style of a cinema trailer, tells the story of CEO Wilson, who throws the entire office staff into turmoil when she announces her unexpected visit. This is followed by a tremendous sense of relief once they find out that the dreaded boss will be travelling with “the Germans”, who ensure that even the most ruthless manager will arrive feeling relaxed. The commercial will be broadcast in 45- and 30-second slots on all high-coverage TV channels in Germany, and in a 45-second slot in cinemas. A slightly adapted version will be also shown in the US.
In the related content special on LH.com/nonstop-you, you can now take a look behind the scenes at the aviation group. Five videos tell the personal stories of employees working in different areas of the Lufthansa Group. They show the passion of the Lufthansa staff to ensure not only the wellbeing of CEO Wilson and the others, but also of each and every individual passenger of the airline and always with the goal of creating a premium flying experience for every passenger. There are also further content pieces on topics chosen from the world of Lufthansa. The campaign featuring CEO Wilson and the five employee profiles will also be rolled out across the social media channels Facebook, Twitter and Youtube, as well as via newsletters and mailings, and will be linked to the digital special edition of the Lufthansa magazine.
The idea for the campaign came from Lufthansa’s lead agency Kolle Rebbe. Territory were responsible for the digital Lufthansa magazine and the five video profiles. NeulandHerzer manages all social media activities and Serviceplan One in Frankfurt supervises the BTL measures. Mindshare Frankfurt is the responsible media agency, and the production company who filmed the TV commercial was CZAR, with director Martin Werner.