Lufthansa Group Discovers Teamwork, Seven Decades and Nine Airlines Late
The group behind Lufthansa, Swiss, Austrian, and six other airlines just launched its first-ever brand campaign, selling the idea that flying with relatives beats flying alone.
Lufthansa Group just launched the first-ever consumer brand campaign built around the parent company itself, rather than any one of its nine airlines. The line is "Greatness is a Group effort," and the pitch is straightforward: flying with a sprawling, connected network of carriers beats flying with just one, thanks to shared hubs, shared lounges, and shared loyalty points.
Chief Commercial Officer Dieter Vranckx called it "more than a campaign claim," framing it as "a strategic investment in our future" built on "strong partnerships, seamless experiences and trusted brands." The campaign follows the Group's new umbrella identity from December 2025 and will roll out across digital, social, lounges, airports, and onboard screens, while Lufthansa, Swiss, Austrian Airlines, and the rest of the family keep running their own separate ads alongside it.
It took the Group nearly seven decades of owning multiple airlines to get around to marketing the fact that it owns multiple airlines. Better late than never, though frequent flyers who have been collecting miles across all nine the whole time might feel entitled to a thank-you card.
Source: EuropaWire
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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