Lufthansa Brand Academy

How is it possible for the international aviation industry of Lufthansa to convey their collective brand knowledge to their employees so they will be experiencing their strategy with full self-awareness? Concerning an internal branding campaign dan pearlman planned and developed a brand academy to support Lufthansa to implement new training devices and learning levels for employees as well as managers of more than 160 nations of the international cooperation. Employees are sensitised to the subject of »brand«, experience the group’s individual brands through all their senses and gain an understanding of their various and diverse roles within the overall strategy. They are then encouraged to apply their newly gained knowledge in practice. The Lufthansa brand academy is also above all an emotional high point that creates a feeling of togetherness and belonging. Central point of the brand academy is an award-winning 360 degree projection in a special built airport tower.

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The extraordinary spatial experience of being inside the reproduction of an air traffic control tower is combined with a media-based interactive 360° presentation and makes for a lasting impression. Lufthansa’s guiding principles are presented in five sections – orientation, values, target groups, history, strategies, and sense of responsibility – as part of a unified training module based on a psychology-informed educational concept. In future years up to 25,000 This allowed didactic communication of the brand core and brand values of the individual Lufthansa brands – partly through guided tours and partly through interactivity and audiovisual information. All within the specially built tower construction. This impressive spatial experience anchors the new knowledge long term employees and executive from 160 nations will receive their training here. This allowed didactic communication of the brand core and brand values of the individual Lufthansa brands – partly through guided tours and partly through interactivity and audiovisual information. All within the specially built tower construction. This impressive spatial experience anchors the new knowledge long term. The 360° projection was awarded in 2009 with the BOB – Best of Business to Business in silver and the IF communication design award, in 2010 with the golden Intermedia-Globe by the Worldmediafestival in Hamburg  and in 2011 with the German Design Award in gold.

Lisa Hesse 9th November 2016