Gilles Feith
freedom with hair, tattoos or earrings, and we developed the ‘work as you are’ concept, where people get a little freedom. We’re one of the first airlines in the world to allow [this] because that’s how we are. That’s how our society is... If you put people in a cage, [they] are not happy... Why should you not be allowed to wear some jewellery, or have a small tattoo? We told them we don’t have a lot of money to do marketing or communication, we have to do some. That’s why we also wanted to let people share their views because most of our pilots, crews and all the people in the airline are very proud of what they do. They are [our] best ambassadors.
With Sumo, we wanted to develop a mood... it is not a marketing push we needed. We wanted to have people feel fresh again, light again. And this was the mood we wanted to develop… for our clients and internally. Because, also, imagine you work in a company where you don’t see the future, you have a salary freeze... that’s also why one of my jobs is to reassure all our people that, yes, we will fly on. It’s a culture thing, inside the company and outside the company. We have to look into the bright future.
Feith shares a Luxair Tiktok dancing video which at the time of publication had reached around 124K views.
AUTUMN 2021
61
