Austrian Airlines Introduces New ‘Feels Like Flying’ Brand Campaign
- Joe Breitfeller
- May 18
- 3 min read
Austrian Airlines has announced the debut of a new brand campaign ahead of their 70th anniversary in 2027. The new ‘Feels Like Flying’ campaign will focus on hospitality from the heart, pat of the carrier’s newly developed ‘Austrian Touch’ design strategy.
On Monday (May 18, 2026), Austrian Airlines announced that just in time for their 70th anniversary in 2027, they are presenting a renewed brand identity, taking the next step in the brand’s evolution. The focus will be on the new brand platform ‘Feels like Flying’ and the newly developed ‘Austrian Touch’ design strategy. The new brand strategy aims to focus on what guests really feel, such as human closeness, lightness and warmth as well as genuine Austrian cordiality, with the goal of becoming the global benchmark for appreciative and relaxed travel experiences.
In Monday’s announcement, Austrian Airlines’ Senior Director – Brand and Communication, Ingrid Gogl, said,
“Flying is much more than just getting from A to B. Each flight marks the beginning of a personal story – a reunion, an adventure or a new phase of life. It is precisely these emotions that we want to make even more tangible in the future.”
With ‘Feels like Flying,’ Austrian hopes to create an emotional framework for all brand communication, with the feeling of lightness and appreciation that guests will experience along the entire customer journey in the future, from booking to the arrival at their destination. The new brand identity is not meant to be a radical restart, but rather a further development of the brand with a clear goal, which is to establish Austrian as a beloved international brand.
Simultaneously, Austrian Airlines is in introducing the new ‘Austrian Touch’ design strategy in the coming months in the lead up to their 70th birthday next year. In the future, it will form the design basis for all brand experiences – from lounges and cabin interiors to new uniforms and service elements. The updated design ‘language’ combines the iconic Austrian Airlines red with additional colour accents such as a deep dark red or a strong rosé and creates a modern, emotional brand world. Additionally, characteristic hand-drawn lines, inspired by air currents, run as distinguishing features through numerous touchpoints such as new amenity kits or premium check-in. A specially developed brand font, ‘Austrian Sans,’ will also be a complementary part of the new appearance.
The national 360° brand campaign started on May 18, 2026 and includes TV, digital video, social media, out of home, digital out of home as well as numerous owned media channels and measures at Vienna Airport.
Further commenting on the new brand campaign, Austrian Airline’s Head of the Brand Strategy & Design team, Lisa Trillsam, said,
“At the start of the campaign, we deliberately rely on emotional storytelling. Our ‘Austrian Original Stories’ tell real stories of guests and employees – stories about special encounters, small gestures and touching moments of travel.”
The launch film ‘OS 001’ tells the story of a little girl who flies alone with Austrian Airlines for the first time – accompanied by her favorite stuffed animal and many loving moments along the journey. The story is based on a real experience and forms the prelude to numerous other ‘Austrian Original Stories.’ With the new brand identity, Austrian Airlines is underlining their claim not only to connect people, but also to make travel emotionally tangible, with warmth, quality and an unmistakable Austrian lightness.
Source: Austrian Airlines
