Lufthansa Group launches first consumer campaign for umbrella brand

Lufthansa Group launched its first group-level consumer advertising campaign on 21 October, seeking to raise awareness of the benefits offered across its airline network.

Under the slogan “Greatness is a Group effort”, the campaign highlights connections through the group’s hubs, lounge access, shared loyalty benefits and digital services. It follows the introduction of a new corporate brand identity in December 2025.

The initiative positions Lufthansa Group more visibly as an umbrella brand, while individual airlines retain their identities and continue their own marketing activities. The group describes it as the first consumer brand campaign of its kind by an airline group worldwide.

Chief commercial officer Dieter Vranckx said the campaign represents a strategic investment in strengthening recognition of the group’s combined network and services.

Advertising will be introduced progressively across digital channels, social media, lounges, airports and onboard touchpoints.