Lufthansa slams BA over slogan similarity

German airline Lufthansa has attacked the new British Airways brand slogan “The way to fly” because it is very similar to its own strapline “There’s no better way to fly”.

Lufthansa’s criticism is likely to cause embarrassment for BA, as the new strapline will run on its marketing and communication materials and is expected to make its debut in a television campaign, developed by M&C Saatchi, in May.

Lufthansa uses “There’s no better way to fly” on its website and marketing materials. A spokeswoman says: “If that is to be its new slogan, might we ask why anyone should prefer ‘the way to fly’ with BA when you can go with Lufthansa where ‘there’s no better way to fly'”?

BA has not had an over-arching brand slogan since it stopped using “The world’s favourite airline” in 1999. It maintains that “The way to fly” is just one of several possibilities under consideration.

Eli Abeles of airline specialist The ABS Consultancy says: “It must be very difficult to come up with something that’s completely new and tells people that you fly.”

BA has yet to appoint a replacement for worldwide sales director Dale Moss, who retires in June. Speculation suggests that director of marketing and commercial development Martin George is the front-runner for the position and that BA may merge sales and marketing responsibilities into one job.

Cover Story, page 22

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here