17 Apr 2000
Hong Kong, 17 April 2000: The oneworld airline alliance on Monday launched its biggest yet integrated global marketing communications campaign - with US$35 million budgeted for print, poster and on-line advertising, brochures and a whole range of other materials.
It builds on the "alliance that revolves around you" theme of its the award-winning September 1999 launch advertising.
Peter Buecking, who took up his position as oneworld Managing Partner at the beginning of this month, said: "Our research shows that oneworld's initial campaign played a key role in helping build awareness levels for the alliance higher overall than those for any of our rivals in virtually all of our key geographical areas, despite our later entry to market and far smaller promotional spend. The key aim behind our new campaign is to build further on those firm foundations."
The new campaign will also mark the entry of the latest two members of the alliance - with Ireland's Aer Lingus and the leading Latin American carrier LanChile soon joining the established American Airlines, British Airways, Cathay Pacific, Finnair, Iberia and Qantas.
The campaign has been created for oneworld by agencies Temerlin McClain and M&C Saatchi, Claydon Heeley and agency.com. It will run in key business magazines and newspapers progressively from today until the end of this year, in almost 200 publications covering scores of countries, on hundreds of poster sites from June, and on dozens of websites on-line, using some 15 different languages.
The execution follows the theme set by the initial, highly successful campaign, using strong black-and-white photographs of people in business travel settings, with their arms around the blue oneworld globe logo. The shots were taken by David Bryant, the leading Los Angeles-based portrait photographer.
Four variations will be used, focussing on the different customer services offered by the alliance, in particular its frequent flyer benefits, its greater network of airport lounges, and the higher levels of support travellers are able to receive. The overall message is that oneworld customers can travel with calm and confidence in a world which can otherwise be hectic and chaotic.
Notes to editors
oneworld enables each carrier to offer customers services and products that it cannot provide by itself, responding to changes in the global airline marketplace. These include:
Aer Lingus and LanChile will take the number of destinations served by oneworld members to 585 destinations worldwide. With the new additions, oneworld carriers will employ 266,938 people and operate fleets of 1,826 aircraft.
In oneworld's first year of operation, its member airlines:
Its September 1999 launch advertising was named "best international campaign" by the leading advertising industry magazine Media Week in its 1999 awards.
|Aer Lingus||Media Relations|
|+353 1 886 2573||URL: http://www.aerlingus.ie/|
|American Airlines||Corporate Communications|
|+1 817 967 1577||URL: http://www.aa.com/|
|British Airways||Press Office|
|+44 208 738 5100||URL: http://press.britishairways.com/|
|Cathay Pacific||Corporate Communications|
|+852 2747 5376||URL: http://www.cathaypacific.com/|
|+358 981 84970||URL: http://www.finnair.com/|
|+34 91 587 7462||URL: http://www.iberia.es/|
|+562 565 2856||URL: http://www.lanchile.com/|
|+61 2 9691 3468||URL: http://www.qantas.com.au/|