Lufthansa Group has launched its first consumer-facing brand campaign, presenting the organisation as an umbrella brand for passengers rather than solely as a corporate entity. The campaign, centred on the message “Greatness is a Group effort”, highlights the customer benefits of the combined airline network and will be introduced progressively across digital channels, social media, lounges, airports and aircraft.
The initiative follows Lufthansa Group’s introduction of a new visual identity in December 2025 and represents the next phase of its repositioning. Marketing campaigns for individual airlines and companies will continue alongside the group-wide activity, preserving the separate identities of Lufthansa, SWISS, Austrian Airlines, Brussels Airlines, Eurowings, Discover Airlines and Air Dolomiti.
Lufthansa Group describes the campaign as the first consumer brand campaign of its kind by an airline group worldwide. The work was created by Mother, which operates in Berlin and London. The group has not disclosed campaign spending, target audiences, launch markets, performance objectives or a detailed rollout timetable.