Photo: Lufthansa Group Luthansa Group has launched its first business-to-consumer (B2C) brand campaign, bringing the group’s airlines together under the message “Greatness is a Group effort.”
Launched on October 21, the campaign aims to highlight the benefits passengers can gain from the group’s combined airline network, including more flight connections, greater flexibility, shared loyalty benefits and access to an extensive lounge network.
The initiative is another step in Lufthansa Group’s efforts to establish itself as an umbrella brand while allowing its individual airlines to maintain their own identities and continue their separate marketing activities. The group introduced a new brand identity in December 2025.
According to Lufthansa Group, bringing its airlines and hubs together creates a wider network and a more consistent travel experience. Passengers can benefit from digital services, shared loyalty features and connections across the group’s airlines.
“The future of travel will be shaped by strong partnerships, seamless experiences and trusted brands. The Lufthansa Group stands for all three,” said Dieter Vranckx, the group’s chief commercial officer.
He described the campaign as a strategic investment in the group’s future, highlighting its international reach, premium services and digital development.
Lufthansa Group says it is the first airline group worldwide to position itself directly as a consumer-facing brand. The new campaign is not intended to replace the marketing of individual airlines, which will continue alongside the group-wide effort.
The campaign will be introduced gradually across different stages of the customer journey. Passengers will see it across digital platforms, social media, airport spaces, lounges and onboard services.
The launch reflects Lufthansa Group’s focus on presenting the benefits of its broader airline network alongside the distinct identities of its member airlines. The campaign seeks to make the group’s shared services and connections more visible to travelers when they plan and take their journeys.