Tourexpi
Ich flieb’s! or That’s fly!: Eurowings launches humorous and ironic brand campaign
“Ich
flieb’s!” or “That’s fly!” – this is the title of the new Eurowings brand
campaign, which will be shown on TV for the first time tonight during prime
time. The campaign launch marks a milestone in the evolution of the Eurowings
brand, which is currently undergoing a comprehensive repositioning.
As
part of this realignment, Eurowings has revised its brand architecture. The
focus is on a new brand model and the clearly defined brand core “More ease for
everyone”. This core message runs through all facets of the campaign and
reflects the positioning of Eurowings as a leading European value airline. With
“That’s fly!”, Eurowings conveys this effortlessness in a likeable and
authentic way – both to its own employees and to the public.
The
aim of the repositioning is to strengthen the emotional bond with Eurowings and
sharpen the profile of the value airline. With its high-quality services at
attractive prices, Eurowings now stands out very clearly from the low-cost
airline segment. “Our new brand essence ‘More ease for everyone’ very precisely
reflects both the essence of our rational customer benefits and their emotional
significance for our guests,” explains Dirk Otto, Head of Marketing at
Eurowings. “With the ‘That’s fly!’ campaign, Jung von Matt SPREE has succeeded
in communicating our vision creatively and succinctly. Building on this, we
want to communicate in a bolder, more humorous and strikingly different way
than the competition going forward and develop the Eurowings brand into a love
brand.”
Henning
Lisson, Executive Creative Director at Jung von Matt SPREE, adds: “Eurowings
has the potential to evoke positive emotions through its clear positioning and
strong communication. ‘That’s fly!’ expresses this effortlessness in a likeable
way and shows that Eurowings can look at itself with a wink and a smile.”
The
core elements of the campaign are cinematic ‘hero’ assets that focus on
different target group segments and the smart Eurowings features that are
tailored to them. Eurowings is relying on a broad media distribution of the
humorous and ironic productions: the TV premiere will take place tonight during
prime time. Further releases will follow in cinemas, on streaming platforms and
on social media such as YouTube and Instagram.
Image
Credit: © Eurowings
The most interesting news
Read the News
Qatar Airways and Philippine Airlines strengthen partnership
Starting 1 June 2026, Philippine Airlines will place its (PR) code on Qatar Airways flights from Manila, Cebu, Clark, and Davao to Doha, and connect to over 20 major European cities, including Paris, Rome, and Frankfurt via Hamad International Airpor
Read the News
SWISS expands India network with new nonstop Bengaluru–Zurich service
Swiss International Air Lines is pleased to announce the launch of new nonstop flights between Bengaluru and Zurich, further enhancing connectivity between Switzerland and India’s leading technology and innovation hub.
Read the News
Hilton signs Hilton Garden Inn in Busan, South Korea
Hilton (NYSE: HLT) announced the signing of a franchise agreement with MS&C Co., Ltd. to open Hilton Garden Inn Busan Gijang in 2028. Located in Gijang, Busan, the hotel is planned to be part of a larger mixed-use development project.
Read the News
Radisson Hotel Group expands its footprint in Dubai
Radisson Blu Hotel, Dubai Barsha Heights is a 537-room five-star city hotel in Dubai, United Arab Emirates, affiliated with Radisson Blu, part of Radisson Hotel Group.
Read the News
To Belize in the off-season with Alaska Airlines
Why this is the best choice explains Ali Wunderman
Read the News
Etihad Airways makes Eid al-Adha and Summer Travel easier
Etihad Airways is preparing for a busy Eid al-Adha and summer travel season, with strong demand expected across its expanding global network.
Read the News
TAT and Warner Music Japan bring Thailand’s spirit to life
Music-led collaboration showcases Bangkok’s everyday charm while connecting Thailand’s relaxed optimism with younger global audiences
Read the News
Global Travel & Tourism to outpace wider economy by 1.5 times
Global Travel & Tourism is forecast to continue outpacing wider economic growth in 2026, with the sector expected to contribute $12TN to the world economy, accounting for 9.9% of global GDP, according to new data from the World Travel & Tourism Counc
Read the News
Nayarit's jungle coast redefines luxury travel
In the state of Nayarit, the jungle-meets-ocean landscape is emerging as one of the most compelling frontiers in high-end travel—now supported by a new era of seamless access.
Read the News
Closing the gender gap requires tackling structural barriers, improving access to opportunities, and sustained commitment
Women do most of the work in tourism, yet they remain underrepresented in leadership
Read the News
Lufthansa Group expands climate protection portfolio
The Lufthansa Group has reshaped its portfolio of climate protection projects and is placing a stronger emphasis on technology-based solutions
Read the News
Tripmasters expands with new experience-focused vacation packages
New curated travel collections respond to growing demand for slower, experience-driven vacations with fewer hotel changes and deeper destination immersion
Read the News
Marriott International expands portfolio in Peru through landmark conversions
The two properties in Lima are set to officially join The Ritz‑Carlton and JW Marriott brand portfolios in 2028, reflecting the city’s rise as a leading global luxury destination.
Read the News
The Czech capital has maintained its position among the ten most important meeting destinations in the world
Meetings Prague announces statistics for 2025 and unifies tourism branding
Read the News
As Americans hit the road during the country’s 250th anniversary, Hilton is celebrating all summer long.
Next week, Hilton is kicking off Hilton Honors America Experiences with a dozen unexpected and unforgettable road trip experiences for only 250 Hilton Honors Points per trip, Hampton by Hilton stays and gas included.
Read the News
TUI launches TUI Smiles Rewards Club
TUI has launched TUI Smiles Rewards Club, the company’s first-ever global loyalty programme, enabling customers to collect Smiles across TUI's portfolio – from flights and hotels to packages, cruises, and experiences.
Read the News
Qatar Airways Group delivers robust financial performance
Qatar Airways Group posts QAR 7.08bn net profit (US$1.94bn) for financial year 2025/26, demonstrating prudent growth and operational resilience
Read the News
New Star Wars experience at Disney Land Resort
This summer at Disneyland Resort, kids rule as The Happiest Place on Earth continues celebrating its historic 70th Celebration. Guests can enjoy the iconic staples of a Disneyland Resort summer vacation that kids and adults both love, paired with lim
Read the News
A new era of hotel-inspired living
Expanding beyond bedding and bath, the Design Shop introduces furniture, décor, and art inspired by Marriott Bonvoy’s extraordinary portfolio of hotels and destinations.
Read the News
Hapag-Lloyd Cruises is setting course for the dream destination of Japan
Japan remains one of the world’s most in-demand travel destinations and has been a mainstay of Hapag-Lloyd Cruises routes for years.
Read the News
Enhanced opportunities for British Airways American Express® cardmembers
British Airways American Express® Cardmembers who book with British Airways Holidays using Avios (as a full or part payment), can now redeem their Companion Voucher to receive 25% of these Avios back.
