Discover Airlines launches new brand campaign focused on service

Discover Airlines has a new brand slogan: "We fly for you." It replaces "Let's discover," which had been in use for five years. The German leisure carrier said the change moves its marketing toward personal service, quality and the people involved in the travel experience.

Passengers and crew now sit at the centre of the advertising, which turns away from destination and aircraft imagery toward personal travel moments. The airline said its Net Promoter Score has remained above 55 for several years, and that crew service consistently draws particularly high ratings.

The launch coincides with the autumn school holidays in Hesse. Running from early October to early November, the campaign includes activities in Frankfurt and Munich, along with social media and podcast collaborations.

Product changes are coming too. From 2027, Discover will progressively fit its entire Airbus A330 long-haul fleet with the "Ocean Blue" cabin across all three travel classes. The airline is also expanding its long-haul fleet with Airbus A350 aircraft.