Having flown Lufthansa a few times to Europe way back in the 1990s, I found the airline’s image to be quite what the adverts promised. Which is great! But I think the airline could do with an even more distinctive brand image for itself and for its country, Germany, that would boost travel to Germany and help Lufthansa’s business. Especially as it expands its business in Europe as a group.
You can read my thoughts and ideas on how Lufthansa can meld distinctive aspects of Germany and its own, to create a new brand strategy for the airline, in the document below.
While my TV advert ideas in both phases of the relaunch campaign are in the document above, I have tried to create layouts for the relaunch print campaign for phase I, which you can view and read below. I must clarify, though, that I am not a designer or art director.
All airlines need frequent tactical communication to announce new flight schedules, promotion offers and even holiday packages. Since I am recommending that Lufthansa introduce holiday packages to boost Germany’s image as a travel destination, I have created tactical adverts for flight schedule announcements, festive season offers and holidays, which you can see and read below.
Here’s hoping Lufthansa will fly to greater heights while projecting Germany’s soft power and building its image.
Note: The stock images used in the Lufthansa print campaign layouts are from Pixabay and Unsplash and the Lufthansa airline logo is from Wikipedia, as logo images from Brands of the World website once again could not be converted into png vector format online. However, I am grateful to all of them.
Peripatetic Perch 