Skift Take
Lufthansa’s main message, “Diversity Wins,” communicated in such a light-hearted and celebratory tone, silently asserts the brand’s worth of acceptance, and its difference with some of Qatar’s inequitable stances.
Samantha Shankman
German flag carrier Lufthansa just recently launched an advertising campaign around the FIFA World Cup. As part of the effort, the airline company published a one-minute video short called The Excellent Swap. A cam dives around unique cities, airports, streets, and landscapes, showing the alleged greatest jersey swap of perpetuity.
Although the principles surrounding this World Cup are questionable, this is an enjoyable, fast-paced ad, which was published November 9, and is of a type that we haven’t seen much of considering that March 2020. While many of the advertisements of the previous 2 years focused on reconnection, with an underlying message of health and safety, this ad does not even discuss the pandemic, which is a relief.
“Football connects. Lufthansa brings us together. All of us.” That’s the concluding message of the video with the hashtag #DiversityWins
The message “Diversity Wins” is a values-based message that informs customers that Lufthansa stands for approval and does not concur with some of Qatar’s inequitable stances versus certain groups. The campaign pleasantly avoids an obvious response to claims versus the host country that might develop a politically charged circumstance.
Of course, Lufthansa is just one of the lots of giant, worldwide brands launching campaigns around the tournament. AdAge curates the FIFA World Cup Commercials launched by sponsors here.
Lufthansa is the official airline of Germany’s guys’s soccer team. The airline company flew the team’s gamers, coaches, and assistance staff to Dubai, previously this month on a Plane A330, painted in a designated “Variety Wins” livery. To honor the FIFA World Cup in Doha, Lufthansa likewise released a scandal sheet duck– given as a souvenir to tourists visiting its First Class Lounge or First Class Terminal in Frankfurt– using a blue jersey with a white headband while holding a soccer ball.
Where Sports, Travel and Work Meet
Travel constructs connections and compassion, and the World Cup puts those affiliations on a large scale.
While Lufthansa is aligning with the worldwide variety at the World Cup, this significant occasion is also the personification, or a prime example, of the Fantastic Combining that we write about often at Skift– in which the silos of organization and leisure travel get broken down.
A lot of the fans taking a trip to Doha will take part in a mix of leisure (going to games), service (either local conferences or remote work), and check outs with friends and family.
These type of blended trips belong to the ongoing strength revealed by the premium leisure travel sector driving travel need for Lufthansa.
In reality, Lufthansa’s busiest days of the week are now Thursday and Sunday, Lufthansa Group CEO Carsten Spohr said in the group’s third quarter earnings employ October, as a result of a shift in travel patterns towards more blended journeys.
This demand is part of what drove Lufthansa’s decision to start a EUR2.5 billion ($2.5 billion) upgrade to its onboard products, including more exceptional seats.