Berlin, October 2015: Airline launches new campaign featuring model Loren Kemp.
airberlin, along with lead agency, TRACK, is embarking on a new marketing communication journey by positioning the airline as considerably younger, more modern, and rather unconventional. They are now also placing a greater emphasis on its Berlin origins – making their home base a USP.
Aside from new campaigns such as their first official air hitchhike, the brand is also getting a new ambassador.
With her fresh, natural appearance and emphatic self-confidence, Loren Kemp is the perfect representative for airberlin – a brand that stands for contemporary attitudes rather than stiff, formal etiquette. Kemp is 22 years old, lives in New York, and has already been in front of the camera for international brands such as Topshop and Agent Provocateur. airberlin customers will get to meet the new brand ambassador on the airberlin.com website, in print media, on airport billboards, at airberlin service desks, and on other marketing materials.
“Warmth, friendliness, open mindedness, and a certain nonconformity are values that are firmly anchored in the airberlin DNA. We now want these values to be even more evident. Furthermore, this repositioning will give the brand’s personality a cheekier, more modern touch with more than a hint of sex appeal,” says André Rahn, Senior Vice President Marketing at airberlin.
“With this new positioning strategy, we want to make the brand considerably more international, and for this reason, we needed a new face, embodying exactly that,” explained TRACK CCO Stefan Setzkorn.