SkyTeam Launches New Global Ad Campaign

12th Apr 2002

SkyTeam is launching its newest advertising campaign, an $18 million ad buy, with print placements appearing in business and consumer print publications around the globe beginning April 15. SkyTeam - the international airline alliance made up of Aeroméxico, Alitalia, Air France, CSA Czech Airlines, Delta and Korean Air - once again turned to BETC Euro RSCG to create the “Caring Hands” campaign, emphasizing the alliance’s focus on passengers.

SkyTeam and BETC Euro RSCG tapped into the distinctive style of photographer Jean-Pierre Khazem to create the “Caring Hands” campaign.  With unique, dreamlike imagery, Khazem uses a woman’s hand to represent SkyTeam in three different settings to illustrate the alliance’s core strengths:

á Passengers reach their destinations faster with the SkyTeam global route network’s convenient schedules and quick connections

á SkyTeam passengers can accrue frequent flyer miles on any SkyTeam flight and redeem rewards on any member airline

á SkyTeam Elite Plus frequent flyers enjoy priority services including boarding privileges, baggage delivery and access to airport lounges with a guest


The “Caring Hand” draws attention to SkyTeam’s human qualities, enhanced by the soft colors and serene landscape.  In the advertisements, the hand helps to find a short-cut home, creates a spot in the shade to relax and leads the way to a vacation destination. These acts simultaneously represent the alliance’s operational ability to bring real value and benefits to its passengers. The total effect embodies SkyTeam’s solid focus on the customer, as expressed in its slogan, “Caring more about you.”

“SkyTeam is an airline alliance built around the customer and the new campaign clearly reflects our ongoing mission,” said François Brousse, vice president Corporate Communications for Air France and chair of SkyTeam’s marketing committee. “Our passengers around the world have told us what they want - easy and efficient travel experiences with consistent, high levels of personal customer care. We deliver these standards in our daily operations, and our advertisements offer yet another vehicle to assure our customers that we’re listening.”

The multimillion-dollar global campaign begins today with placements in daily and major business publications in SkyTeam’s key markets, including Europe (France, Italy, Czech Republic, Germany), the USA, South America (Mexico) and Asia (Korea). An outdoor campaign will launch in May, with a concentration of billboards around SkyTeam hubs, as well as other at key global airports and local markets. The complementary print and outdoor elements will ensure that SkyTeam maintains a year-round presence with its passengers around the world.

SkyTeam is the global airline alliance partnering Aeroméxico, Air France, Alitalia, CSA Czech Airlines, Delta Air Lines and Korean Air. Through one of the world’s most extensive hub networks, SkyTeam offers its 221 million annual passengers a worldwide system of approximately 8,000 daily flights covering all major destinations. Visit SkyTeam on the Web at



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