Overview
- Lufthansa created a Travel Etiquette collection of sweatshirts, T-shirts, caps and tote bags that print common unwritten flying rules as short slogans.
- The limited-edition line is not for sale and the airline is distributing items through Instagram giveaway competitions rather than retail channels.
- Slogans such as “Middle seat gets the armrests,” “Recline responsibly,” and “Text your mom after landing” are designed to prompt small acts of consideration between passengers.
- The campaign has gone viral online and won praise from air-travel fans for its playful tone and clear, visual reminders about cabin manners.
- Produced with advertising agency Serviceplan and informed by an etiquette expert, the collection follows a broader airline trend of using humour and merchandise to shape passenger experience and drive engagement.