Lufthansa Balances Punctuality, Emotion

NEW YORK After a recession-long run of advertising promotions and product, Lufthansa Airlines will try to tap emotion in an image campaign breaking this week. “All for this one moment” is the theme of the new work.

The German carrier aims to portray the contentment of being on board. One execution shows a couple peacefully asleep, ostensibly content in the knowledge that Europe’s most punctual airline “is as dependable as a shoulder to lean on.”

Gotham, New York, handles the American effort, while sibling McCann handles the business worldwide. (McCann Erickson handles American Airlines’ domestic advertising.) Lufthansa has been working with both companies since 2002, according to Marcus Casey, director of marketing and customer relations for Lufthansa North America.

Print ads are running in business and leisure magazines, part of an attempt to connect with business travelers around the clock. “We not only target him when he’s reading his business journal, but on the weekend when he’s reading Sports Illustrated.”

The budget will be in the double-digit millions, far above the $3 million of measured media spending in the U.S. through June 2004 and the $6 million spent last year, per Nielsen Monitor-Plus.