After the takeover of Austrian Airlines through Lufthansa AG the positioning of Austrian as a brand was re-evaluated. An extensive analysis of the status quo formed the basis of a brand camp were all responsible employees worked together with external partners on a new brand platform. Based on these new ideas the campaign and all current customer touch points were revised, to make sure all carry the brand promise »We fly for your smile« and the mission »We are smile makers«. MitarbeiterInnen das Markenversprechen zum Leben erwecken konnten.