The German airline will now use the strapline “Nonstop you” and is retiring its long-standing “There’s no better way to fly” strapline.
Head of marketing Hubert Frach says that the old line, introduced in 2000, is more “service-focused and very corporate-driven.”
He ads: “In order to stand out from the competition, we want to appeal to passengers on an emotional level. As well as attracting business travellers, we also want to appeal more strongly top the private travel industry.”
The accompanying ad campaign will focus on the product innovations and service improvements being introduced to the airline. It sees Lufthansa return to television for the first time in several years and the ads will focus on the “personal stories” surrounding passengers.
The campaign, the first for the airline devised by Kolle Rebbe, will go global in the second half of 2012.
Rival full service airline British Airways introduced its new strapline “To Fly. To Serve” in September last year.
Lufthansa is currently in the process of selling airline BMI to BA’s parent company, International Airline Group. It has sold the low cost arm BMIbaby to an unnamed UK buyer.