Austrian Airlines is more than just an airline - Austrian Airlines is rather an Austrian piece of national heritage. But: Even an icon has to reinvent itself again and again.
Austrian Airlines is more than just an airline – Austrian Airlines is much more an Austrian piece of national property. But: Even an icon has to keep reinventing itself. Especially as a participant in a market that is very competitive and aggressively priced. Time for a new chapter: Austrian Airlines and thjnk Berlin are starting a new era in the history of the Austrian brand icon.
Michael Trestl, CCO of Austrian Airlines: “Austrian Airlines stands for authenticity, warmth and Austrian hospitality. We would like to convey these values to our guests on board and carry them out into the world with our brand. Our new brand campaign speaks a bolder, more modern and more diverse visual language and relies on a fresh tonality with rough edges. We embody exactly what we are: the perfect blend of tradition and modernity. Approachably unaffected and authentically Austrian!”
Stefan Schulte, Managing Director Creation, thjnk Berlin: “Everyone wants to be younger, more modern, fresher. Unfortunately, this often leads to powerless, Gen Z pandering alibi creation. Our approach: We simply tell what is still the strongest story of all stories – our own. Only Austrian sounds like Austria, dances like Austria, smiles like Austria, is Austria. And yes, our campaign: only Austrian can do it like that.”
The campaign platform is designed for several years, all relevant channels (including dynamic bannering) and markets (including the USA, China, Japan). In the home country of Austria, the campaign will start on April 17th. in moving images (TV, digital), out of home (poster, digital) and social with various lengths and motifs. The campaign was produced by Markenfilm Berlin (director: Baris Aladag, photo: Sonja Tobias, media planning in Austria and internationally by Mindshare.
RESPONSIBLE ON CUSTOMER SIDE
Aniela Sulej, Austrian Airlines AG
Sonja Feldmann, Austrian Airlines AG
RESPONSIBLE ON AGENCY SIDE
Management: Stefan Schulte, Hendrik Heine
Creative Direction: Ulrike Schneider, Andrea Masihi
Creative Copy: Charlene Breitag
Client Service Director: Verena Dorst
Account Manager: Madeleine Maier
Strategy: Lea Mueller
Producing: Amelie Behrens
RESPONSIBLE ON PRODUCTION SIDE
Production: Markenfilm Berlin
Executive Producer: Ferdinand Racz
Producer: Dominic Kamp
Assistant Producer: Christin Geissler
Directed by Baris Aladag
DoP: Peter Matjasko
Musik: Supreme Music
Fotografie: Sonja Tobias
RESPONSIBLE FOR MEDIA PLANNING
Christoph Fussi, Austrian Airlines AG
Thomas Ritter, Mindshare GmbH