A Brand with a Heart!

What is a brand without the people who love it? What would the Lufthansa brand be without the thousands of customers who choose Lufthansa every day? And what would it be without its employees whose deeply rooted knowledge of brand requirements allow them to fulfill brand promises with regard to Lufthansa customers daily? But brand awareness is not only based on facts, emotions can also convey a brand in powerful ways.

This is the thinking behind making the new Lufthansa brand film the centrepiece of the Lufthansa brand employees campaign.

In a series of short stories from the everyday experiences of passengers, the film explains why they all have chosen Lufthansa and what they like about the brand and its employees. The brand film was distributed to employees as a DVD in Lufthansa's internal employee magazine. The magazine also featured an extensive presentation of the overall marketing campaign.