Lufthansa Group Launches First Consumer Campaign Ahead of TAP Integration
Lufthansa Group has begun rolling out its first group-wide consumer brand campaign, under the slogan "Greatness is a Group effort", as it prepares to absorb TAP Air Portugal.
By The Aviation Hub
3 min read
Lufthansa Group began rolling out its first group-level consumer brand campaign on 21 October, under the slogan "Greatness is a Group effort", as the group simultaneously prepares to bring TAP Air Portugal into its portfolio. Aviacionline reports that the group describes it as the first consumer brand campaign of its kind by an airline group worldwide.
The timing is deliberate. With two significant acquisitions either under way or freshly agreed, Lufthansa Group is using the campaign to make the case to everyday travellers that flying within its network brings concrete advantages, not merely a corporate umbrella above their chosen airline.
What the Campaign Covers
According to Aviation24.be, the campaign highlights connections through the group's hubs, lounge access, shared loyalty benefits and digital services. It will be introduced progressively across digital channels, social media, lounges, airports and onboard touchpoints.
Individual airlines keep their own identities and will continue their own marketing activities in parallel. Aviacionline notes that Lufthansa's own centenary campaign, launched in January, continues alongside the group initiative.
The Rebrand That Came First
The consumer campaign is the second stage of a repositioning that started on 10 December 2025, when the group unveiled a new visual identity. Aviacionline reports that the refresh removed the circle surrounding the crane in the logo, introduced a new typeface and added six shades to the colour palette.
Aircraft flying under member airline names now carry "Member of Lufthansa Group" lettering, and the group brand has begun appearing at lounge entrances in cities including Rome, Milan and Brussels.
Which Airlines Sit Under the Lufthansa Group Umbrella
The group's current member airlines are Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, alongside Eurowings, Discover Airlines and Air Dolomiti. Aviacionline also lists ITA Airways, in which the group currently holds 41%, with a further acquisition of shares to 90% expected to close in the first quarter of 2027 for €325 million, subject to regulatory approvals.
TAP Air Portugal is now set to follow after Lufthansa Group won the privatisation process last week, according to the same source.
What Dieter Vranckx Said
Chief commercial officer Dieter Vranckx, who previously led SWISS and Brussels Airlines, framed the campaign in strategic terms. Aviacionline quotes him as saying "the future of travel will be shaped by strong alliances, seamless experiences and trusted brands", and that the slogan "is more than a campaign slogan, it is a strategic investment in our future".
Aviation24.be adds that Vranckx described the campaign as representing a strategic investment in strengthening recognition of the group's combined network and services.
A Group Growing on Multiple Fronts
Lufthansa Group's expansion is not limited to its airline portfolio. As we reported earlier this year, Lufthansa Cargo saw significant growth in 2026, underlining how the broader group is building scale across more than just passenger operations.
For readers who want to explore the airlines involved in this story in more detail, the Airline Search tool lets you look up carriers from across the globe.
The Bottom Line
The "Greatness is a Group effort" campaign is a statement of commercial intent as much as a marketing exercise. With ITA Airways being absorbed on one track and TAP Air Portugal now joining the queue, Lufthansa Group is managing a portfolio of seven established brands while adding two more.
The consumer-facing campaign gives the group a way to sell the network effect to passengers who may never think about who owns their airline. Whether travellers respond to the umbrella brand as warmly as to the individual carriers it covers is the real question the group will be watching.
Continue to follow The Aviation Hub for more analysis and insight.
Advertise with us Your brand, in front of an aviation audience Home page and in-article placements, sold directly, one advertiser per slot. From £250 a year. See the rates
_D-AIUF_(DSC02876).jpg){kind=link}