Let’s discover: In cooperation with Scholz & Friends, Discover Airlines kicks off its relaunch campaign for the new brand identity
Eurowings Discover has been operating under the new name Discover Airlines since the beginning of September. After the media-effective presentation of the new brand identity and the landing of the first newly branded vacation airline, the attention-grabbing relaunch campaign for the market launch is now starting. Scholz & Friends is the agency responsible for everything from brand design to the campaign.
Scholz & Friends is now flanking the new brand in the sky with a digital and out-of-home campaign. The agency was also on board as a design agency from the beginning and developed the new brand identity together with Discover Airlines.
The Lufthansa Group airline has written the joy of discovery right into its name: Discover Airlines. Under the motto "Let's discover," the campaign turns the name into a program and invites people to discover unique vacation moments. In microstories, vacationers experience the best time of the year: whether as a family on the beach, as a couple canoeing, at a folk festival in Mexico or diving together. The campaign assets on all digital channels, in OOH and radio show how much joy awaits travelers at the more than 60 destinations worldwide on Discover Airlines' short-, medium- and long-haul routes.
Anne Platten, Marketing Lead of Discover Airlines: "We are proud that we have succeeded in creating a brand identity that so clearly stands for quality, lightness and joy and at the same time fits seamlessly into the Lufthansa Group portfolio. Independent and yet part of a larger whole. With Scholz & Friends, we had the right partner at our side, who worked on our new brand with passion and motivation. The launch of the advertising campaign now represents another highlight. With our new brand colors, matching imagery and, above all, a lot of fun, we are already starting the vacation season again after the summer in Germany. Because as a vacation airline, we know: unforgettable vacation moments are always waiting somewhere."
Christian Kroll, Managing Director Creation at Scholz & Friends Hamburg: "As an agency, you don't often get the opportunity to design a brand so consistently and uniformly. From the first logo design, to the design of the aircraft inside and out, the pillows on board, all digital applications and signage at the airport, to the out-of-home and moving images of the campaign - we were involved everywhere. It was a real dream job for the whole team, with different teams of experts from our agency group working together in an orchestrated way."
In parallel with the campaign rollout, the new brand design will be visible at more and more contact points in the coming months. For example, in the cabin: cushions, headrests, flight attendant uniform accessories, and many other elements will be adapted in line with the new brand identity. The first newly painted aircraft is already in service and flies travelers daily from Frankfurt to the best time of the year.
The design: The colors of the skylines remind of vacation and arouse wanderlust
The most important design element in the new brand identity are the so-called "skylines". Inspired by the view of the horizon, the various shades of blue and a sunny yellow evoke vacation feelings. In the campaign, too, the skylines form a strong visual bracket in all formats. They create a concise branding that supports the content of the microstories with fresh colors and ensures a high level of recognition.
The blue tones pick up on the colors of the sky, the horizon and the water. Sun and beach are reflected in the yellow accents. Thus, the progression of colors is reminiscent of the view from an airplane window. The endless expanse, the first glimpse of the sea. All that makes you look forward to the next vacation.
The dark blue and the "Member of Lufthansa Group" lettering emphasize the company's ties to the Lufthansa Group. In addition, the tail unit is visually extended to the lower fuselage by a straight white line, the so-called "Leading Edge," just like the core Lufthansa brand. The light blue tones and yellow stand for joy and lightness and complete the look as a vacation airliner. The new look underscores Discover Airlines' positioning as the Lufthansa Group's quality vacation carrier.