The Lufthansa subsidiary Eurowings is currently trying to position itself as a value carrier with an unusual commercial that is to be broadcast by various German TV stations. People want to get away from the cheap image, but it is more than questionable whether this spot, which leaves associations with completely different things, will succeed.

“Relaxation to be yourself” can, if you want, be interpreted completely differently. It is also not very conclusive to derive the connection between carbon dioxide compensation, which is used by very few passengers anyway, and free middle seats. It presents itself more as a kind of wellness product than as a serious airline that wants to be a so-called value carrier. A few years ago, Air Berlin made a massive splash with the slogan “Exactly your airline” and associated commercials. Can Eurowings repeat the failure? Remains to be seen.

Lorenza Maggio, Vice President Customer Experience and Marketing at Eurowings: "The aim is for our guests to associate Eurowings with the most relaxed and flexible travel experience straight away." Departure can be rebooked. You want to stand out in the low-cost competition and be perceived as a value carrier. Will that succeed?