Austrian Airlines has initiated a comprehensive rebranding. Under the slogan "Feels like Flying," the airline is focusing more on emotional customer engagement and emphasizing Austrian hospitality.
This strategic evolution will take place in time for the company's 70th anniversary in 2027. At the heart of the new positioning is the goal of differentiating itself from price-oriented competitors through a personal touch and high-quality service. The 360-degree campaign, launched on May 18, 2026, uses authentic storytelling to place the passenger travel experience at the center of its communications.
Part of the modernization is the new design strategy "Austrian Touch," which will be gradually implemented across all customer touchpoints in the coming months. The visual identity will be enhanced with new color accents in dark red and rosé, complementing the traditional brand red. The airline is also introducing a custom-designed typeface called "Austrian Sans." Design elements such as hand-drawn lines, intended to mimic air currents, will be featured on in-flight products, in lounges, and on new staff uniforms. The cabin interiors and amenity kits will also be visually updated as part of this strategy.
Industry analyses highlight that this move coincides with a period of intense competition at the Vienna hub. While low-cost carriers are stabilizing their market shares, Austrian Airlines is attempting to secure its margins by establishing itself as a premium brand. The campaign will be rolled out across various channels, including TV, social media, and large-scale outdoor advertising. A key element is the short film "OS 001," which depicts the journey of a child flying alone. By linking the physical service experience with the digital brand world, the Lufthansa subsidiary aims to foster greater loyalty among its target group of business and leisure travelers.
Further background research reveals that the brand relaunch also involves investments in fleet modernization. The integration of new Boeing 787 Dreamliner long-haul aircraft provides the airline with the technical platform to immediately showcase the new cabin design and improved service standards. Experts consider the current campaign a necessary step to sharpen the Austrian airline's identity within the Lufthansa Group and to defend its market leadership in Central and Eastern Europe. The implementation of the new design elements is scheduled for completion by the anniversary year of 2027.