The German airline Lufthansa recently launched an advertising campaign around the Football World Cup. As part of this initiative, the airline has published a one-minute short video titled The Great Swap. A camera flies over distinct cities, airports, streets and landscapes, showing the allegedly greatest jersey swap of all time.
While the ethics surrounding this World Cup are questionable, this is a fun and quick advert, which was posted on November 9, and is of the type we haven’t seen much since March 2020 While many ads from the past two years have focused on reconnecting, with an underlying message of health and safety, this ad doesn’t even address the pandemic, which is a relief.
“Football connects. Lufthansa brings us together. All of us.” This is the final message of the video with the hashtag #DiversityWins
“Diversity Wins” is a values-based message that warns customers that Lufthansa stands for acceptance and does not agree with some of Qatar’s discriminatory positions against certain groups. The campaign politely avoids an open response to allegations against the host country that could create a politically charged situation.
Of course, Lufthansa is just one of dozens of giant global brands launching campaigns around the tournament. AdAge organizes FIFA World Cup advertisements published by sponsors here.
Lufthansa is the official airline of the German men’s football team. The airline flew players, coaches and team support staff to Dubai earlier this month on an Airbus A330, painted in a livery designated “Diversity Wins”. To commemorate the FIFA World Cup in Doha, Lufthansa has also released a special edition duck – given as a souvenir to travelers visiting its first class lounge or first class terminal in Frankfurt – wearing a blue jersey with a white headband while holding a soccer ball.
Where sport, travel and work meet
Travel creates connections and empathy, and the World Cup puts those affiliations on a grand scale.
As Lufthansa aligns itself with global diversity at the World Cup, this major event is also the embodiment, or prime example, of the great merger we often write about at Skift – in which the silos of travel d and leisure break down. .
Many fans traveling to Doha will engage in a mix of leisure (attending matches), business (local meetings or remote work) and visiting family and friends.
These types of combination trips are part of the continued strength of the premium leisure travel segment that is driving travel demand for Lufthansa.
In fact, the busiest days of the week for Lufthansa are now Thursday and Sunday, Lufthansa Group CEO Carsten Spohr said in the group statement. third quarter earnings call in Octoberdue to a shift in travel habits towards more mixed travel.
This request is part of what motivated Lufthansa’s decision to embark on a €2.5 billion ($2.5 billion) develop its embedded productsincluding more premium seats.
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