“We fly for you”: Discover Airlines introduces new brand claim

• New claim replaces “Let’s discover” after five years
• Personal service and quality become the core of the brand’s communication
• Brand message builds on high customer satisfaction over recent years

With the start of the fall school break in Hesse, Discover Airlines is launching a new marketing campaign and unveiling its new brand claim: With "We fly for you", the leisure airline will in future place its guests, and the people who shape the travel experience, more firmly at the center.

In its first years, the young airline's focus was to become visible as a leisure airline and to associate its brand with wanderlust and exploring new destinations. The claim "Let's discover" captured exactly that.

After five years, another facet is now moving into sharper focus. For Discover Airlines, the journey begins not only at the holiday destination, but already on board. The crew in particular makes an important contribution here. "We fly for you" stands for the aspiration to contribute to a successful travel experience through personal service and high quality.

"'We fly for you' is more than a new claim. It sums up how we treat our guests and what kind of travel experience we want to offer them. The consistently high level of customer satisfaction shows that this aspiration resonates with our guests: our NPS has been above 55 for years. Our crew and their personal service are always rated particularly highly," says Sebastian Kaiser, Director Customer Experience and Marketing at Discover Airlines.

New visuals, new tone: How Discover Airlines brings the new claim to life

With the new campaign, Discover Airlines is also changing its visual marketing presence: where communication was previously shaped mainly by destinations, aircraft and the feeling of being on the move, the focus now is on people and their personal travel moments.

The language is also becoming more personal and direct, with a wink. Statements such as "Never has 'Just relax' been meant more seriously" translate the new claim into concrete situations on board.

From the beginning of October to the beginning of November, the campaign will be brought to life in Frankfurt and Munich through numerous activities. Thanks to various collaborations, it will also be present on social media and in podcasts.

The fact that service and quality will play a bigger role in brand communication in the future is in line with the ongoing development of the travel experience at Discover Airlines: starting next year, the entire Airbus A330 long-haul fleet will be gradually fitted with the new "Ocean Blue" cabin. With this, Discover Airlines is introducing its latest product generation in all three travel classes. At the same time, the long-haul fleet will grow with the addition of state-of-the-art Airbus A350 aircraft.