Advertising: To Get Lufthansa off the Ground

The New York Times, August 4, 1957

Updated: October 04, 2012

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.

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