Press release -
On track: how the rollout of Discover Airlines' new brand identity is progressing
- By Christmas: A third of the fleet with the new livery
- Crew with new uniform accessories
- Over 60 items on board with new branding
- From December to January: second big advertising campaign in Rhine-Main and Munich
Less than 100 days after the airline presented its new brand identity to the public at the beginning of September, the new brand design is already clearly visible everywhere.
By Christmas, a total of eight aircraft, seven Airbus A320s and one Airbus A330, will have been repainted, which is already a third of the fleet. The plan is for 17 aircraft to be flying with the new livery by mid-2024. This already includes the new additions to the leisure airline's fleet, the 13th A330 and four additional A320s, which will be added to the fleet by the summer. The airline will grow to a total of 28 aircraft by the beginning of 2025.
On 1 December, the crew also received new uniform accessories, another major step in the brand rollout schedule. At the same time, over 60 items were exchanged in in-flight catering and in the cabin, from menus to wine and water glasses, headrest covers, pillows and blankets. A logistical tour de force for the airline's 18 catering partners worldwide. The cabin interior, including curtains and seat covers, will also be further customized in the coming months.
"Despite many dependencies, such as the availability of painting slots, supply chains or possible irregularities in daily flight operations, we are on schedule with the rollout. It is important to us that the transition runs smoothly and that we can reliably fly our guests on their holidays with the usual quality," says Maximilian Meintgens, Director Product & Marketing at Discover Airlines.
From December to January, Discover Airlines is also running its second major 360° advertising campaign, including poster and online advertising as well as radio adverts. In addition to the Rhine-Main region, the Munich area will also be covered this time. By expanding the campaign area, the airline is also aiming for greater awareness in Munich, where the airline will be taking off with five A320s to over 20 holiday destinations as of summer 2024.
About Discover Airlines
Discover Airlines is the Lufthansa Group's quality leisure airline in Germany, flying travelers from Frankfurt and Munich to the most beautiful holiday destinations in the world. A cutting-edge product tailored to the needs of leisure travelers and the crew’s welcoming service, make flying with Discover Airlines a real pleasure. Since the summer of 2021, Discover Airlines has complemented the Lufthansa Group's offering in the growing segment of leisure travel. Guests benefit from an end-to-end booking process and seamless transfers at the Frankfurt and Munich hubs as well as at many global destinations of the Lufthansa Group and its partner airlines. Discover Airlines is headquartered in Frankfurt, currently operates a fleet of 24 aircraft and employs around 2,000 people. The flights can be booked on discover-airlines.com, via all booking channels and websites of the Lufthansa Group, and in travel agencies.