Star Alliance highlights added value in global marketing push

Airline group Star Alliance, which includes Lufthansa and United Airlines, is launching a new global campaign that moves away from a passenger advocacy strategy to promoting its points of difference.


The centrepiece will be the UK arm of the campaign that celebrates Star Alliance moving its members into the new London Heathrow Terminal 2 in June.

The airline network, which includes Lufthansa and United, among its members, focuses on the idea that there is a Star Alliance way of doing things and builds on its long-standing strapline “The way the Earth connects.”

A 30 second animated ad called “The Way” features lines such as “Relax in more lounges worldwide” but does not feature images of aircraft or lounges.

Created by UK agency Atomic, the campaign will be deployed in Europe, the US, Brazil, China and South Africa. It will feature in in-flight entertainment, rich media digital banners, in member lounges and online. There will be supporting outdoor and print activity.

Marketing and loyalty director for the Star Alliance Mark Davies, speaking to Marketing Week, said that now rivals had started using advocacy messages it was time to move on.

He says that the campaign targets the frequent premium business and leisure flier and is designed to be simple with a one-line statement, as it has to work in several international markets.

Davies adds: “The campaign is bringing home a personal benefit of our [airline] members – it shows what we can do for the traveller beyond what they are used to.

“What we have got with the Star Alliance is a certain set of benefits even when you are not flying on your favourite carrier. Our way is not to overpromise but to make sure we deliver on what we have promised.”

There will also be an accompanying microsite, produced in partnership with Splendid, where customers can create an infographic of the world based on where they have done business and then share their personalised image via social channels.

The alliance involves 26 airlines and allows fliers to benefit from all members’ frequent flier programmes and airport lounges. Air India is the next airline set to join the alliance once formalities are concluded.

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