Lufthansa builds brand story around onboard details

The platform highlights specific elements of the passenger journey across all four travel classes, including food, hospitality and wellness.

Lufthansa has launched Premium lives in the details, a global campaign created with Serviceplan that puts the airline's onboard experience at the centre of its brand communication.

The campaign is based on Lufthansa's Future Onboard Experience (FOX) programme, which is focused on developing the onboard experience. Initiatives include a wider choice of menu options in Economy Class, dishes by Michelin-starred chef Christoph Kunz in First Class, and personal care and sleep products for passengers.

Lufthansa highlights premium onboard experience

Rather than presenting premium travel primarily through luxury imagery, the campaign focuses on individual details passengers can see and experience during their journeys. Videos and still imagery showcase elements such as meals, service and other onboard moments.

Till Diestel, CCO, Serviceplan DACH: “The campaign thrives on the fact that every detail is staged with the same care with which it was developed onboard. Our goal was not simply to depict these premium moments, but to give them a stage of their own –visually precise, lovingly crafted, and with the highest standards of artistry.”

Serviceplan creates modular campaign platform

The campaign provides Lufthansa with an international communications platform for its onboard premium experience. The creative approach is intended to bring together developments across the airline's four travel classes while providing a consistent framework for future communication.

Michelle Mynhardt, Head of Brand Marketing and Customer Relations, Lufthansa: “With our ‘Yes’ brand platform, we tell the story of the diverse travel experiences and possibilities that Lufthansa stands for. ‘Premium lives in the details’ now deliberately focuses on premium experiences on board. For us, premium isn’t just about individual grand gestures, but about the many carefully crafted moments our guests experience during their journey.”

Lufthansa campaign rolls out across multiple channels

The international campaign includes video and still photography covering all four travel classes. The work will run across television, print, digital, digital audio, cinemas and social media.

Serviceplan is responsible for the strategy and creative direction, with production handled in collaboration with Serviceplan Make and Zauberberg Productions. Dorian & Daniel directed the production.

www.lufthansa.com

www.house-of-communication.com

Follow Marketing Report on LinkedIn