In order to show support for Pride month and its cause, Luxair has teamed up with Luxembourg non-profit Rosa Lëtzebuerg to convey a message of inclusiveness across Europe and help fight discrimination. The campaign features a new aircraft as well as training for the company’s staff.
1. A new aircraft
Yesterday Luxair unveiled special livery for the occasion, the LX-LQC a De Havilland Q400 aircraft in the colours of the rainbow, designed in partnership with Rosa Lëtzebuerg, a local non-profit association founded in 1996 which fights for the rights of the LGBTIQ+ community. The aircraft, which will make its first flight on 1 June to Ibiza, features the colours of the pride flag in the fuselage and cabin interior decoration as part of the “Be pride. Be Luxembourg” campaign. Tom Hecker, President of Rosa Lëtzebuerg, commented, “…with an aircraft that will be visible in the Pride colours at home and abroad for several weeks, a visible sign of the openness of the company as well as of Luxembourg will be set”.
Meanwhile Gilles Feith, CEO of Luxair, explained, “With our Q400 LX-LQC we give visibility to this Luxembourg association and to the Luxembourg Pride Week. Thanks to this new livery, Luxair will spread the importance of inclusiveness, which is a fundamental value of our society, in the destinations served by the Q400 and much further afield. With this new design, I invite our employees, customers, partners and suppliers to open their hearts and minds and be authentic. Authenticity has a positive effect on our personal satisfaction, performance and commitment. I believe in diversity, equality and inclusion… being accepted for who we are should never be complicated”.
2. An important partnership
The partnership with Rosa Lëtzebuerg aims to raise awareness to Pride and tackle discrimination. The first step of this collaboration involved organising seminars for Luxair employees, enabling them to become aware of and identify the factors of discrimination and to act against it. Through this partnership, Luxair aims to continue to develop, both internally with its employees and externally, a more inclusive and welcoming culture.
Luxair is also launching a range of products to commemorate Pride month and is inviting everyone to wear the Luxair colours for Luxembourg Pride Week, taking place in Esch-sur-Alzette from 3 to 11 July.. Merchandise includes mugs, thermal bottles, T-Shirts, pins and “remove before flight” keyrings and products will be available from 2 June 2021 in Luxair Travel Stores, in the departure hall at Luxembourg Airport and in Munsbach. All profits from these sales will be donated to the Rosa Lëtzebuerg association. Tom Hecker said, “We are extremely pleased that Luxair has taken the initiative and consulted us to not only increase the company’s internal policy on acceptance of queer employees through discussions and workshops, but also to implement various approaches to improve customer service at the same time”.