Star Alliance launches new brand campaign

With the theme – “You’ve earned it”, Star Alliance launched its new multi-platform brand campaign on Monday, October 20th, 2008. The campaign is aimed at increasing awareness and familiarity of the Alliance customer benefits, with a special emphasis on the value of global recognition for the frequent International traveller.

“Working away from home on international business trips can take its toll on the global frequent traveller, and the potential rewards for such travel are often simply not clear enough. Star Alliance was the first international airline alliance specifically set up with the frequent international traveller in mind, created to focus on the development of rewards, products and services aimed at providing hassle-free multi-airline, multi-destination travel,” said Mark Davies, Director of Marketing Communications for Star Alliance.

The campaign is supported by a series of short documentaries called “A Meeting of Minds”, produced in association with CNBC International, where budding entrepreneurs interview global business leaders on the art of doing business better, especially in emerging markets, and how these business leaders have taken their businesses from local to international.

One of the episodes shows entrepreneur Anthony Pereira, founder of U.S. renewable energy company, AltPower, meeting Simon Woodroffe, founder of Yo@ Company Holdings, which created Yo! Sushi and Yo! Hotel. All 10 episodes are lively, fast moving and show business leaders in London, New York, Beijing and Shanghai. These short films are available for viewing at

“Being recognised as a special person across the alliance is not an easy logistical task to achieve, yet with more than 11 years of experience in this field, we know we’re best placed to be at the forefront of this global challenge. Through this campaign, we are aiming simply to remind our core international audience of the benefits we’re spearheading for the industry, including alliance-wide priority baggage; Connection Centres at our major hubs and Alliance lounges to name but a few. After all, our frequent international travellers have truly earned it!,” added Davies.

Complementing the campaign, Star Alliance has also developed an international business etiquette guide to recognise the importance of different cultures when doing business around the world. This has been produced in association with international magazine Monocle.

The campaign was designed, together with advertising agency Touch DDB, to highlight the fact that Star Alliance products, services and rewards were developed to help customers alleviate the stress of travel.

The multi-platform media campaign, developed with media agency MEC, has advertisements on targeted news, business and travel websites that direct visitors to a video landing page on our Alliance website. The campaign will also run in Star Alliance’s 21 member carriers’ in-flight magazines, on entertainment channels and in posters at London-Heathrow and Paris-Charles de Gaulle airports.

About Devesh Agarwal

A electronics and automotive product management, marketing and branding expert, he was awarded a silver medal at the Lockheed Martin innovation competition 2010. He is ranked 6th on Mashable's list of aviation pros on Twitter and in addition to Bangalore Aviation, he has contributed to leading publications like Aviation Week, Conde Nast Traveller India, The Economic Times, and The Mint (a Wall Street Journal content partner). He remains a frequent flier and shares the good, the bad, and the ugly about the Indian aviation industry without fear or favour.

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