Airberlin goes premium with launch of the new image campaign


BERLIN, Germany – With the slogan, ‘The Smart Alternative’, airberlin is launching its new image campaign in time for the start of the International Travel Trade Show (ITB) in Berlin. The aim of the campaign is to highlight airberlin’s quality products and services, and to position the company as a premium long-haul airline amid the international competition.

For the visual elements of the campaign airberlin and its creative agency TRACK have chosen renowned illustrator, Noma Bar, who has already illustrated more than 100 magazine covers, including Time, Esquire and Wallpaper. Bar’s creative motto is ‘Maximum communication with the minimum number of elements’. This combination reflects the special charm of the new image campaign. The artist’s style typically features clear and greatly reduced visual language that plays with original ambiguities and reverse perspective effects. This surprise effect emphasises the central campaign message – there’s more to airberlin’s products than meets the eye. One example is the fork design, featuring the slogan, ‘Wine should live up to the expectations of the best food’, which makes it clear that airberlin’s Business Class offers not just any wines, but fine wines – personally selected by the sommelier of the famous Sansibar restaurant on Sylt.

Stefan Pichler, airberlin’s Chief Executive Officer, had this to say, “With this campaign, we want to drive in a new direction, so we deliberately chose a visual language that sets itself apart from our previous image campaigns. Our goal is to show in a surprising and playful way that airberlin is a premium airline with a broad range of excellent products and services. The campaign line THE SMART ALTERNATIVE emphasis that airberlin is a dynamic, flexible airline, providing competitive choice for customers in Europe and beyond. Many guests don’t expect that from us and are surprised when they find out all that we have to offer. Noma Bar is the perfect partner to spotlight our premium long-haul services. His illustrations are as simple as they are smart, and always refreshingly different, as they often only reveal their ambiguity at a second glance.

As well as featuring on the airberlin landing page and airberlin’s social media channels, the new premium campaign will appear nationwide in print and online, in selected leading national publications such as DER SPIEGEL, DIE WELT, or the Frankfurter Allgemeine Zeitung. The new campaign motifs will also be visible at Berlin, Hamburg, Dusseldorf and Nuremberg airports. Furthermore, airberlin will be presenting its new premium campaign in ambient media and online in conjunction with leading car rental companies such as SIXT and Hertz, as well as the chauffeur service MyDriver.