The Star Alliance airline network is launching the second phase of its 17.5m marketing campaign, with a 3m UK campaign through Wunderman Cato Johnson.
Star Alliance is a co-operation agreement between United Airlines, Lufthansa, SAS, Varig and Air Canada. It is intended to provide a powerful competitor to combat the proposed British Airways and American Airlines link-up. Young & Rubicam holds the global marketing account. A press campaign through Y&R broke in March.
The WCJ campaign is intended to enable the airlines to build a powerful database of information on frequent flyers on their own, and competitor airlines. Ads will run in business titles and a direct mail campaign inviting business travellers to complete a questionnaire with a give-away of 150 business class tickets as an incentive, is about to begin.
The UK is viewed as a key market for Star Alliance and it is likely WCJ will use this below-the-line campaign as a global test.