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.”

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