Lufthansa Group strengthens its brand presence with dedicated B2C campaign

Lufthansa Group will launch its first-ever consumer-facing (B2C) brand campaign on 21 October 2026. The campaign aims to highlight the strengths of the Group and the benefits customers receive through its network of airlines.

Campaign Theme
- Campaign slogan: “Greatness is a Group effort.”
- The message emphasizes how a strong airline group creates greater value for travelers through collaboration and shared strengths.

Key Objectives
- Strengthen the positioning of Lufthansa Group as the company's umbrella brand.
- Showcase the advantages of an integrated airline group.
- Build greater awareness of the Group among travelers worldwide.

Customer Benefits Highlighted
Passengers benefit from:
- A broader global network and more travel choices.
- Increased flight connections and flexibility.
- Access to an extensive lounge network.
- Shared loyalty program benefits.
- Digital services that make travel easier and more personalized.

Industry Significance
- Lufthansa Group says it is the first airline group globally to position itself as a B2C brand.
- Individual airline brands and their marketing campaigns will continue alongside the Group campaign.

Leadership Comment
Dieter Vranckx, Chief Commercial Officer, Lufthansa Group
- Said the future of travel will be shaped by strong partnerships, seamless experiences, and trusted brands.
- Described the campaign as a strategic investment designed to create a travel ecosystem with global reach, premium experiences, and digital innovation.

Rollout Plans
The campaign will be introduced across:
- Digital channels
- Social media platforms
- Airport lounges
- Airports
- Onboard airline services

Background
- The launch follows the introduction of Lufthansa Group's new brand identity in December 2025.
- The new B2C campaign is the next step in strengthening the Group's overall brand presence.