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“It’s Who You Travel With”: LOT Polish Airlines Unveils New Brand Campaign

LOT Polish Airlines has launched a fresh and emotionally resonant brand campaign aptly titled “It’s Who You Travel With.” Orchestrated by GREY Group Poland, the campaign underpins the deep-rooted values and heritage of LOT Polish Airlines while accentuating the significance of multi-generational brand experiences.

LOT Polish Airlines new branding campaign "it's who you travel with."

A Campaign that Hits Close to Home

Flying is not merely a means of getting from point A to point B. It’s an experience that starts with whom you share the journey. LOT Polish Airlines underscores this sentiment by positioning itself as more than an air carrier. LOT aims to be your faithful travel companion, a friend who helps you realize your globetrotting dreams.

The launch of the new campaign represents an extremely important moment for our company. Marketing analyses guided us toward a new direction for the LOT brand. One based on values relevant to building brand image and awareness. We sought to craft a story from our customers’ perspective. We wanted to present a cheerful, emotionally engaging brand that nurtures relationships with passengers. Within the campaign, our desire involved accentuating the uniqueness of the travel experience. An experience so strong that we want to share it with the next generation. The LOT brand also stands for the power to make our dreams come true, whether flying or exploring the world. I believe that our campaign’s audience can feel the importance of who they are traveling with,” says Ewa Lampart, Director of Marketing and Corporate Communications at LOT Polish Airlines.

Crafting a Multi-Generational Narrative

The campaign‘s centerpiece is a heartwarming promotional film meticulously directed by Szymon Pawlik and produced by Film Production. The film captures the essence of multi-generational travel through a sentimental symbol: a backpack marked with travel pins, handed down from generation to generation. It’s more than the airline’s ability to ferry you across continents. It’s about the airline’s role as a steward of cherished memories, comfort, and safety.

Moreover, the film highlights the actual faces of LOT Polish Airlines – the cabin crew. With Dorota Żuchaj, Magdalena Boruć, Martyna Gradusiak, Emilia Szmolke, and Natan Kubala featuring in the video, the airline bridges the gap between brand and consumer.

Crafting a High-Caliber Campaign

According to Jakub Korolczuk, Creative Director at GREY Group Poland, the campaign was an enormous production challenge. It required a meticulous blend of logistics, creativity, and skill. From the evocative photography of Maciej Ryter to a captivating soundtrack, each element reflects the brand’s commitment to quality and emotional engagement.

A Multi-Channel Approach to Branding

The campaign has been released across multiple media channels. The airline collaborated with Sigma BIS Media House for media planning and purchasing. Utilizing cutting-edge advertising formats, it aims for long-term engagement and consumer interaction. Dozens of distinct formats have also been created for both traditional and digital media.

In addition to its launch in Poland, the campaign will make waves in North American, South Korean, and German markets, emphasizing the airline’s global footprint and vision.

FlightChic Take

“It’s Who You Travel With” is not just a clever slogan. It’s a philosophy that LOT Polish Airlines is incorporating into its brand DNA. As the airline seeks to foster genuine relationships with its passengers, it invites you to join this exciting journey.

By emphasizing not just the “where” but the “who,” LOT Polish Airlines redefines what it means to fly. The airline puts people at the center of the experience. And that makes all the difference.

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