Lufthansa travels through 100 years of brand history with campaign
Lufthansa‘s 100th founding anniversary also represents an extraordinary brand history. With a new campaign launched on January 15, 2026, Lufthansa invites you on a visual journey through a century of aviation. The campaign translates 100 years of brand history into a modern visual world and brings this special past to life on a large scale. The historical motifs were further developed by the Serviceplan agency.
Since the first flight of the first Lufthansa aircraft on April 6, 1926, the name has stood for pioneering spirit, innovation, and connecting people worldwide. To mark this special anniversary, the new campaign brings this history to life – not as a classic retrospective, but as a staged journey through the decades.
Historical illustrations, styles typical of the time, and iconic aircraft models meet contemporary motifs and real images of Lufthansa today. The result is a panorama of the past, present, and future that brings the brand to life across generations.
The aim of the campaign is to capture the spirit of each era while highlighting the common threads in the brand’s history: “Lufthansa’s 100th founding anniversary represents a history that is carried by people – by employees as well as by passengers who have placed their trust in the brand across generations,” says Michelle Mynhardt, Head of Brand Marketing and Customer Relations at Lufthansa.
The campaign will be displayed in an eye-catching and large-scale format until April 6, including at Frankfurt, Munich, and Berlin airports. Further publications of the campaign are planned for the anniversary year.
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