SkyTeam, the world`s No. 2 global airline alliance, and The Coca-Cola Company, the world`s largest beverage company, announced this week the signing of a unique marketing agreement establishing Coke as SkyTeam`s provider of soft drink beverages. The agreement also paves the way for cross-promotional marketing efforts between SkyTeam and the soft drink company.
This agreement is the first of its kind - a marketing agreement made directly between an international airline alliance and a beverage company. The SkyTeam-Coke partnership is supported by individual beverage agreements between SkyTeam`s member airlines (Aeroméxico, Air France, Alitalia, CSA Czech Airlines, Delta Air Lines and Korean Air) and their local Coca-Cola distributors. With these agreements, more than 220 million passengers will enjoy Coca-Cola products on more than 8,200 daily SkyTeam flights.
“Through its joint marketing agreement with Coca-Cola, SkyTeam has set a new standard for collaboration between international airline alliances and corporations,” the SkyTeam chief marketing officers said in a statement. “The agreement underscores the alliance`s collective buying power as a result of the cooperation among its members. Our unique agreement with Coca-Cola is an indication of more, far-reaching agreements that we can collectively put forward in the future.”
“We are thrilled that this new and innovative partnership strengthens our relationship with many of the world`s top airlines and creates new opportunities for all of us to connect with new consumers around the world,” said Stephen C. Jones, senior vice president and chief marketing officer of Coca-Cola.
To complete the terms of the SkyTeam marketing agreement, member airline Air France switched to Coca-Cola as its primary soft drink beverage provider for an initial period of three years.
“This change of supplier will enable us to improve the range of products we provide to our customers,” said Patrick Roux, vice president Marketing and Quality for Air France.
The Air France agreement, which includes a marketing section providing for special operations and joint promotions, calls for serving three million liters of Coca-Cola products each year. The annual consumption of soft drinks by Air France passengers totals 15 million liters, including mineral water and fruit juices.
The five other SkyTeam member airlines - already offering Coca-Cola products on their flights worldwide - will now increase their beverage selections.
Under the agreement, Coca-Cola`s soft drink beverages will be available on SkyTeam flights to, from and within the alliance`s global route network in order to satisfy SkyTeam passenger preferences. SkyTeam and Coca-Cola will also participate in joint sales promotions and marketing events. In addition to providing increased exposure for Coke and SkyTeam worldwide, the new marketing partnership will be used to strengthen community endeavors globally.
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 220 million annual passengers a worldwide system of approximately 8,200 daily flights covering all major destinations. Visit SkyTeam on the Web at www.skyteam.com.