After nearly ten years of suspended operations, the German airline Lufthansa reformed in 1953. When it began offering regular transatlantic flights to New York two years later, it faced the dual challenges of rebuilding its reputation in the U.S. and competing with other airlines that had a considerable head start in the market. This article describes Lufthansa’s varied advertising strategies to appeal to businessmen, fashion connoisseurs, and the average American.
“When Lufthansa
started its trans-Atlantic service to New York in June, 1955, all it had in
common with the pre-war company was the name, and the reputation that was
linked with it. The old Lufthansa had been famous for its safety record and for
its pioneering of new intercontinental air routes. … The new airline, however,
was virtually unknown to the post-war generation of Americans. Other airlines
had a ten-year start in flying trans-Atlantic passengers.”
Article available through ProQuest (subscription required)
Hammer, Alexander R. "Advertising: To Get Lufthansa off the Ground." The New York Times, Aug. 4, 1957, p. F8.
Cite this Entry
MLA Style
"Advertising: To Get Lufthansa off the Ground," Transatlantic Perspectives, 2021, Transatlantic Perspectives. 20 Jan 2021 <http://transatlanticperspectives.org/entry.php?rec=127>
APA Style
"Advertising: To Get Lufthansa off the Ground." (2021) In Transatlantic Perspectives, Retrieved January 20, 2021, from Transatlantic Perspectives: http://transatlanticperspectives.org/entry.php?rec=127