Had a nice long talk with someone who decides such things at LH today:
The non-stop you campaign is multi faceted. The first objective is to support the launch of expanded operation in BER starting June, hence the young snappy image campaign to push the 49€ ticket to 49... ähh 50 destinations ex-BER this summer. Since Wowereit said Berlin is poor but sexy, the 49€ ads come with that theme
The TV campaign will start next week in the same tune. The general feel of the ads will however be more like the two page teasers the rest of Germany saw earlier this week in the news papers. Once the 748i and the A330s are flying with the new C later this year, the tone will switch over to the business traveller and hit a more serious nerve.
Lets see what they will put out there. Everyone admitted that translating the mood of the current campaign will be tough in foreign markets. But then the current ads are targeted on Berlin, where being naughty and sarcastic is part of daily talk.
BTW, there is also a sound element to the new claim
