Austrian Airlines takes off with a new brand campaign

After the challenges of the past few years, especially caused by the pandemic, Austrian Airlines is taking a fresh start this year, not only economically but also with a new brand campaign. The campaign focuses on Austrian Airlines’ well-known strengths such as the famous Austrian hospitality and cordiality and uses iconic elements such as the three four time of the Danube Waltz, which is complemented by new, modern elements.

“Warm, confident and above all guest-friendly. These are values that we want to communicate to our guests on board and carry out into the world with our brand. A piece of flying Austria above the clouds,” explains Austrian Airlines CCO Michael Trestl.

Stefan Schulte, Managing Director Creation of the implementing agency thjnk Berlin: “Everyone wants to be younger, more modern, fresher. Unfortunately, this often leads to powerless, Gen-Z-baiting alibi creations. Our approach: We simply tell the still strongest story of all stories – our own. Only Austrian Airlines sounds like Austria, dances like Austria, smiles like Austria, is Austria. And  our campaign says: only Austrian can do that.”

Tradition meets modernity

The combination of emotional attachment to the brand, the culinary offerings on board, Austrian hospitality and a relaxed ambience creates an unforgettable travel experience for Austrian Airlines guests. With the new campaign and the accompanying brand spot, which will be broadcast on TV channels in German-speaking countries, Austrian Airlines conveys to its guests that a flying piece of Austria awaits them. “Our new brand spot speaks a bolder, more modern and more diverse visual language and focuses on a fresh tonality with rough edges,” emphasises Michael Trestl, adding: “We embody exactly what we are: The perfect blend of tradition and modernity. Closely unaffected and authentically Austrian!”


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