skyhub PAD
Winner
Excellent Brands
Digital Brand of the Year
Details
When Lufthansa wanted to cancel the Paderborn–Munich route in March 2025, a nationwide initiative was formed in OWL: 36 entrepreneurs simply founded a “virtual airline” themselves – and saved the route in just six months. A suitable brand name had to be found quickly. The name “skyhub PAD” sums up the mission: sky (flying) + hub (connection node) + PAD (IATA code) immediately communicates the strategic core. The claim “Take off regionally. Reach Munich. Land globally.” condenses the customer journey into a catchy statement. The brand has been taking off every day since September 2025.
The Jury‘s Statement
When a replacement for a discontinued route had to become visible within a very short time, TMC used "skyhub PAD" to give a complex organisational model a precise brand. Name, claim and visual identity immediately define function, origin and benefit, creating orientation across all digital and analogue touchpoints. The fact that brand, bookability and communication were developed in parallel with the operational setup makes the presence particularly robust: it structures a new aviation model in a way that is easy to understand and quickly secures public visibility.
