Lufthansa is a known supporter of the LGBTQIA+ community. Last year, the airline launched its “Lovehansa” identity in June. This year, Lufthansa is making sure to celebrate Pride Month again, with a marketing campaign entitled “The World Says Yes to You”. In doing so, the airline is underlining again its firm and unwavering commitment to openness, tolerance and diversity.
Lufthansa brings guests of all nations and cultures together and welcomes everyone on board regardless of gender, age, ethnic origin, religion, nationality, sexual orientation or identity.
Carsten Hoffmann, Head of Brand Experience at Lufthansa Airlines
“For queer people, travelling the world can often be associated with a feeling of discomfort: not everyone is welcomed everywhere with open arms. With our new Pride campaign, Lufthansa is celebrating people and places that embrace queer life. And, in doing so, we’re helping queer people discover such places and more, all around the world”, said Carsten Hoffmann, Head of Brand Experience at Lufthansa Airlines.
Among others, the campaign spotlights Konstantinos in Athens and his ‘Queer Archive’ where events, exhibitions and festivals are staged, and Nuala, who runs a surf school for queer people in Brazil. Brian, president of the Gay Rodeo Association in the USA, is another featured individual.
When Konstantinos brought this project to Greece he wanted to make sure that it’s outside image, which seems very queer friendly, was also matched on the inside, where many queer people are still excluded or even face violence. The project aims to promote queer culture in Greece and ensure that everyone can be proud of their identity and sexuality.
Lufthansa’s #TheWorldSaysYestoYou campaign will run in selected German daily newspapers, in special-interest magazines and on large digital posters, initially in Munich and later in Cologne, Frankfurt, Berlin, Stuttgart and Hamburg. The campaign will also be conducted via numerous online and social media platforms. The floats on which the Lufthansa Group queer employee network participates in the Munich and Frankfurt Christopher Street Day parades will also convey the Group’s ‘The World Says Yes to You’ message.
Lufthansa shows its strong support for diversity in many ways. An Airbus A320 neo D-AINY has been flying daily throughout Europe with the “Lovehansa” handle in rainbow colours since June 2022 as an ambassador for openness and commitment to people in their diversity. For the first time, Lufthansa Airlines is also one of the main sponsors of Frankfurt Christopher Street Day Parade this year.
