Lufthansa has launched its new #TogetherAgain advertising campaign in the United States. The campaign features the Lufthansa orchestra playing in front of one of the airline’s Airbus A350 aircraft, featuring branding specific to the new ad campaign.
The North Atlantic corridor is an important market for many airlines. This is also the case for Lufthansa. Just last week, Simple Flying reported that North America was the German flag carrier’s most profitable market despite travel bans remaining in force in one direction. Now, Lufthansa is looking to tap into the direction where travel is allowed.
Targeting North American customers
While many Europeans are currently unable to fly to the United States, Lufthansa is looking to make the most of its potential North American bookings in the other direction. From May to June, bookings made with Lufthansa from the United States increased by a staggering 92%, a figure the German flag carrier wants to keep working on.
To encourage bookings in Germany, Lufthansa today revealed its #TogetherAgain advertising campaign aimed at the USA. There are two stars of the campaign. The first is the Lufthansa Orchestra, comprising colleagues from all corners of the business. The second is the airline’s youngest Airbus A350-900 registered as D-AIXP.
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The advert starts with around 40 members of the Orchestra playing “Morning Mood” from the Peer Gynt Suite, composed by Edvard Grieg. Slowly, the doors of the 50-year-old hangar open to bathe the orchestra and the Airbus A350 in sunlight. The advert closes, showing D-AIXP flying off into the sunset. You can watch the advert here,
Commenting on the campaign, Carsten Hoffmann, Head of Lufthansa Brand Experience, said,
“In the past few months, a lot of things were far away whose proximity has inspired us: favorite places as well as favorite people. With this campaign, which focuses on encounters and togetherness, Lufthansa is addressing the fact that we can finally be close to both again.”
D-AIXP is the youngest Airbus A350-900 in the Lufthansa fleet. According to data from ch-aviation.com, the aircraft first flew on January 31st, 2020. It went on to be delivered a month later, on February 29th. As of March 31st, 2021, the aircraft had completed 2,413 flight hours across 252 flight cycles. One of these was Lufthansa’s longest non-stop flight from Hamburg to The Falkland Islands.
In late June, Simple Flying first reported that the aircraft had been painted with the unique “Lufthansa & You” livery as part of the #TogetherAgain campaign. Its first flight in the livery was on-brand with its mission, as the aircraft flew to Los Angeles International (LAX) as flight LH456.
What do you make of the advertising campaign? Let us know what you think and why in the comments down below!