Defining luxury travel since 1967

Since its foundation in 1967, airtours has been one of the most established and globally recognised luxury travel brands. My team and I were responsible for the relaunch of airtours in 2009, which was later rolled-out strategically and creatively in association with our task forces of the Wunderman agency network.

‘The successive rejuvenation of brands is a necessary step in order to retain regular customers and at the same time open up to new target group segments. This is an iterative, permanent process, which also requires the addition of new technologies.

As a first step, we developed a holistic concept for the transformation of airtours’ catalogues and reader’s experience, which remain an important approach for collecting and supporting the distribution of travel products in both printed and digital form. …


Defining Luxury Travel since 1967

Since its foundation in 1967, airtours has been one of the most established and globally recognised luxury travel brands.

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‘By the end of 2008, the responsibility of the airtours brand was fully transferred to the newly established TUI Luxury division, which is developing a new brand-oriented vision and a strategy to fully exploit the growth of the airtours luxury brand for our exclusive and discerning customers’. — airtours

Shortly afterwards, the management of airtours decided to put out a pitch for a turn-around strategy with the aim of rejuvenating the brand and making it accessible again to the younger, high-income, and discerning customers. This brand literally threatened to die with its customers in the past decade, wherein the market was also already subjected to an increasing democratization of traditional luxury, which until then had only been defined by accessibility and availability, that is, price and location. …


The Lufthansa New Premium Brand Refresh

On the occasion of the 100th anniversary of the crane, every detail of the Lufthansa brand was reworked — to meet requirements of the digital age. The new Lufthansa appearance gives the individual elements a new, modern quality to sharpen their impact. The designers found great importance in taking up the unique design tradition of the Lufthansa brand and leading it into the future. –Lufthansa Press Release

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Lufthansa and the ad agency DDB hired me to lead transition, interpretation and implementation for the new brand identity across its digital touch points and for the below-the-line marketing activities. The relaunch was planned for more then 3 years ahead, and will be finished at around 2023. …

About

Marcus Podorf

Award-winning director with 21 years experience in leading the transformation and marketing of premium and luxury brands, products and services.

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