Star Alliance pushes consumer benefits and services

Star Alliance, the network of airlines, is launching a new positioning to reflect changes in customer expectations of the group. The changes coincide with its tenth anniversary.

The alliance says that it focus has changed from offering consumers a wider choice of flight connections to offering customers more benefits and services.

It is dropping its previous strapline from “the airline network for Earth” and moving to the new line “The Way the Earth connects”. It aims to emphasise connectivity on three levels, functional, emotional and geographical. The idea will also be reflected in the new Star Alliance brand advertising, which will be rolled out over the next few months.

Commercial vice president Philip Saunders says: “This new brand positioning enables us to move into more emotional territory and become the conduit to making Personal Business Connections, rather than merely providing flight connections.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here