Redefining Travel Experiences

Objective:

Strengthen Lufthansa’s market position by showcasing it as more than just an airline but an enabler of global experiences. This campaign will focus on delivering a clear, compelling message that resonates with modern travelers, emphasizing Lufthansa’s extensive network and the feeling it brings when touching down in a different country or city.

Why does Lufthansa need to advertise?

Lufthansa operates in an increasingly competitive airline industry, where differentiation is key.

Previous campaigns have lacked a strong emotional and aspirational connection with travelers.

Competitors are investing in dynamic, experience-driven marketing, and Lufthansa needs to evolve its messaging to remain relevant. A refreshed, engaging campaign will help Lufthansa maintain its premium positioning and drive customer engagement.

What will advertising accomplish?

• Differentiate Lufthansa from competitors by focusing on the opportunities travel creates rather than just the logistics of flying.

• Strengthen brand perception as a premium, globally connected airline.

• Increase engagement by making Lufthansa’s messaging more relevant and aspirational.

• Drive bookings by positioning Lufthansa as the best choice for travelers seeking seamless, high-quality experiences.

Who are we targeting?

• Primary Audience: Frequent international travelers, including professionals, business travelers, and leisure travelers (ages 25-55).

• Psychographics: They value efficiency, comfort, and unique travel experiences. They expect high service standards and are willing to pay for reliability and quality.

Key Consumer Insight:

Travelers don’t just book flights but they want experiences that broaden their perspectives, create new opportunities, and connect them with the world. Lufthansa should communicate not just the flight itself, but the value of the journey.

Single Most Effective Message:

"Lufthansa: Your World, Ready for Takeoff."

Supporting Facts & Data:

• Global Reach: Lufthansa connects travelers to over 300 destinations in 100+ countries, making it one of the most comprehensive airline networks.

• Premium Experience: Lufthansa has been ranked among the top 10 airlines globally for service, comfort, and reliability.

• Market Demand: Post-pandemic travel demand is rising, with 70% of travelers

prioritizing seamless travel experiences when choosing an airline (IATA, 2023).