Lufthansa Group launched its first consumer-facing brand campaign on Oct 21, with the tagline “Greatness is a Group effort,” the company said.

The group said it is the first airline group in the world to run a B2C (business-to-consumer) brand campaign of this kind, according to a press release. The campaign aims to highlight the benefits to customers of having several airlines under one group, it said.

The campaign follows the group’s new brand identity, unveiled in December 2025, and is the next step in positioning Lufthansa Group as the umbrella brand for the company, the release said. Marketing by the individual airline groups and companies will continue in parallel.

The group said customers benefit from bringing its airlines and hubs into one global network. It listed greater choice, more connections, and more flexibility, along with a wide lounge network, shared loyalty benefits, and digital services. It said each airline will keep its character.

Dieter Vranckx, the group’s Chief Commercial Officer, said the future of travel will be shaped by strong partnerships, seamless experiences, and trusted brands. He described the campaign claim as “a strategic investment in our future.”

The campaign will be rolled out gradually across the touchpoints of each airline’s customer journey and will appear on digital channels, social media, in lounges, at airports, and on board, the release said.

Source: PR