Lufthansa Group strengthens its brand presence with dedicated B2C campaign
Campaign line “Greatness is a Group effort” illustrates the strength of the Lufthansa Group
Campaign is the next step in the repositioning since the launch of the new brand identity at the end of 2025
First B2C brand campaign of an airline group worldwide
Lufthansa Group will launch its own B2C brand campaign for the first time on October 21. The aim is to highlight the Group's strengths and the benefits to customers through the strong alliance of the Group's airlines. The campaign is the next step in positioning the Lufthansa Group as the company's umbrella brand. In December 2025, the Lufthansa Group had already presented its new brand identity.
The campaign line, “Greatness is a Group effort,” emphasizes that a strong group creates shared values for customers. Lufthansa Group is the first airline group in the world to position itself as a B2C brand. Marketing activities by the individual Group airlines and companies will continue in parallel.
Under this link you will find the campaign film: Homepage | Lufthansa Group
Groups achieve more together. By combining their strengths, they can achieve more than any one of them could alone. For customers, the strength of an integrated airline group is felt throughout the journey. By bringing its airlines and hubs together in one global network, Lufthansa Group offers greater choice, more connections and greater flexibility. Customers benefit from an extensive lounge network, shared loyalty benefits and digital services that make travel easier and more personal. Together, these advantages create a more seamless travel experience across the Group, while allowing each airline to retain its distinctive character.
“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. ‘Greatness is a Group effort’ is more than a campaign claim - it is a strategic investment in our future”, says Dieter Vranckx, Chief Commercial Officer of the Lufthansa Group.
The new B2C campaign will be rolled out gradually across the touchpoints of each airline’s customer journey – and will be visible on digital channels, social media, in lounges, at airports, and on board.