From the logo and the corporate design of the aircraft to the image campaign, the Internet site and the innovative online booking system, the new DBA website as relaunched on 15.03.2002 is the first part of an exceptionally successful marketing concept. In keeping with the claim,'The clever way to fly.', the emphasis of many business activities is on the benefits and services available to customers. Low prices, a hitherto unheard-of flexibility and an impressively easy-to-use booking system represent a real increase in value and combine to form a package that has proved to be very popular.

The relaunch has become a real success story that has gathered a momentum of its own. With an approach that has never before been tried in Germany, DBA has succeeded in increasing its booking figures considerably. The goal-orientated communication as presented online has met with an enthusiastic response and has led to an to an increase in the overall percentage of online bookings, from 1% to 30% of total bookings in just a few months. The company’s profile as the first no-frills carrier in the German market has increased awareness of the brand by over 90%.