Lufthansa Group launches first consumer campaign under its umbrella brand

International

The “Greatness is a Group effort” campaign highlights the benefits of an integrated airline network while preserving the individual identities of its carriers

Lufthansa Group has launched its first business-to-consumer brand campaign, marking a further step in its efforts to establish a stronger identity across its airline portfolio. Introduced on 21 October 2026 under the slogan “Greatness is a Group effort”, the campaign focuses on the advantages passengers gain from travelling within a group of interconnected airlines.

The initiative follows the introduction of Lufthansa Group’s new corporate brand identity in December 2025. While its individual airlines will continue to market their own services, the parent company now intends to communicate more directly with travellers, presenting the wider network as a source of convenience, flexibility and additional travel options.

According to Lufthansa Group, this is the first time an airline group has launched a dedicated consumer-facing campaign of this kind. The move reflects a broader commercial strategy that places greater emphasis on the combined benefits of the Group’s airlines, airport hubs and customer services rather than promoting each carrier exclusively as a separate business.

Connecting individual airlines through shared benefits

The campaign highlights how cooperation between the Group’s airlines can improve the passenger experience throughout a journey. An integrated global route network offers travellers a wider selection of connections and greater flexibility when planning international itineraries.

Other advantages include access to an extensive lounge network, shared loyalty benefits and digital services designed to simplify travel arrangements. These features are intended to create a more consistent experience across the Group while allowing its airlines to maintain their individual brands and market positioning.

Dieter Vranckx, Chief Commercial Officer of Lufthansa Group, describes the campaign as part of a longer-term strategic investment.

“The future of travel will be shaped by strong partnerships, seamless experiences and trusted brands. The Lufthansa Group stands for all three. By bringing together leading airlines under one strong umbrella, we create a unique travel ecosystem of global reach, premium experiences and digital innovation.”

For the company, the new approach also represents a shift in how it communicates the value of its organisational structure. Rather than presenting cooperation primarily as an operational advantage, the campaign translates that cooperation into benefits passengers can recognise when booking and taking a flight.

Campaign to reach passengers throughout their journey

Lufthansa Group plans to introduce the campaign progressively across multiple customer contact points. Advertising will appear on digital platforms and social media, as well as in airport lounges, at airports and on board aircraft.

A dedicated campaign film forms part of the initiative, illustrating the central message that collective strengths can produce results beyond those achievable by individual participants.

The umbrella-brand campaign will operate alongside the existing marketing activities of the Group’s airlines and other companies. This parallel approach is intended to reinforce recognition of Lufthansa Group without replacing the established identities of its individual carriers.

The initiative also gives the company an opportunity to communicate its network-wide services more consistently to international travellers. As passengers increasingly combine flights and services across different airlines, the Group is seeking to make the advantages of its integrated structure more visible at every stage of the customer journey.