The rollout of Discover Airlines’ new brand identity
Roughly 100 days after the airline unveiled its new brand identity to the public in early September, the new brand design is already prominently visible everywhere.
By Christmas, a total of eight planes, seven Airbus A320s, and one Airbus A330, have been repainted, accounting for one-third of the fleet. The plan is to have 17 planes flying with the new livery by mid-2024, including the fleet additions of the holiday carrier – the 13th A330 and four additional A320s, which will be in service by summer. By early 2025, the airline’s fleet will grow to a total of 28 planes.
As of December 1st, the crew has also received new uniform accessories, marking another significant milestone in the brand rollout schedule. Simultaneously, over 60 items in onboard catering and the cabin have been replaced, including menu cards, wine and water glasses, headrest covers, as well as pillows and blankets. This logistical achievement also involves coordination with the airline’s 18 catering partners worldwide. In the coming months, the cabin interior, including curtains and seat covers, will be further adjusted.
“Despite many dependencies, such as the availability of painting slots, supply chains, or uncertainties in daily flight operations, we are on schedule with the rollout. It is important to us that the transition occurs smoothly, and we can reliably fly our guests to their holidays with the usual quality,” says Maximilian Meintgens, Director of Product & Marketing at Discover Airlines.
Additionally, from December to January, Discover Airlines is running its second major 360° advertising campaign, including billboard and online advertising, as well as radio spots. This time, besides the Rhein-Main area, the campaign also covers the Munich region. With the expansion of the campaign area, the airline aims to increase its visibility in Munich, as it plans to operate five A320s to over 20 holiday destinations in the summer flight schedule of 2024.
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