Lufthansa launches first consumer brand campaign

Lufthansa Group launched its first consumer-facing brand campaign on October 21 under the tagline ‘Greatness is a Group effort’, the company said.

The group described the initiative as the world’s first business-to-consumer (B2C) brand campaign of its kind by an airline group. According to a press release, the campaign is designed to highlight how customers benefit from having multiple airlines operating under one group.

The campaign builds Lufthansa Group’s new brand identity, unveiled in December 2025, and marks the next step in establishing the group as the umbrella brand for the company. Marketing activities by individual airlines and companies will continue alongside the group-wide campaign, the release said.

Lufthansa said bringing its airlines and hubs together in a global network offers customers greater choice, more connections and increased flexibility, as well as access to an extensive lounge network, shared loyalty benefits and digital services. Each airline will retain its individual character.

Dieter Vranckx, the group’s chief commercial officer, said strong partnerships, seamless experiences and trusted brands would shape the future of travel. He described the campaign’s central message as ‘a strategic investment in our future’.

The campaign will be introduced gradually across customer touchpoints throughout each airline’s customer journey. It will appear on digital platforms, social media, in lounges, at airports and on board, according to the release.