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Lufthansa Group rebranded its low-cost, leisure airline, Eurowings Discover, as Discover Airlines this week. The airline’s fleet, uniforms, and all other branding will begin changing immediately.
Eurowings Discover launched in 2021 and served destinations in the Mediterranean, Africa, North America, and the Caribbean. Its fleet consists of 22 Airbus A320 and A330 aircraft with Business, Premium Economy, and Economy Class cabins. There are plans to expand the fleet to 28 in 2024. The first, repainted plane made its inaugural flight on Tuesday between Frankfurt am Main Airport (FRA) and Palma de Mallorca Airport (PMI).
Discover Airlines will serve more than 50 destinations. Short-haul flights will operate from Munich Franz Josef Strauss Airport (MUC) and serve 23 destinations in summer 2024. Frankfurt am Main Airport (FRA) will see 33 short- and medium-haul destinations and 17 long-haul destinations.
The brand is described as:
The Discover Airlines brand stands for the joy of traveling, discovering, and rediscovering beautiful places and experiences. The design has therefore been inspired by colors and elements that awaken memories of holidays as well as the desire to travel.”
Bernd Bauer, CEO of Discover Airlines, explains:
We have built up our airline in a record time of two years, hired around 2,000 employees, phased-in 22 aircraft, and today are flying to over 60 destinations around the world. The fact that we are already profitable after two years is thanks to the enormous commitment of the team. This same enthusiasm is now driving us forward. The start-up phase is behind us and we are working on sharpening our profile as well as a clear positioning in the segment of higher-value leisure travel. This is also expressed by the brand identity which at the same time underlines our affiliation with the Lufthansa Group. Discover Airlines stands for quality, joy and ease, after all, people fly with us to the best time of the year.”
Anthony’s Take: I’ve seen Eurowings planes at Tampa International Airport (TPA) many times and will eventually hop on a flight to Frankfurt one of these days. I’m not sure I fully understand the rebrand strategy, but the new color palette looks good.
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