Oneworld Advertising Takes Off

London March 2, 1999: The oneworld alliance launches its $15m global advertising campaign this week in over 90 countries worldwide. The campaign has been developed on behalf of the oneworld carriers; British Airways, American Airlines, Canadian Airlines, Cathay Pacific Airways, and Qantas Airways.

The campaign forms a key part of an on-going communications programme to support the introduction of oneworld benefits.

The campaign has been developed jointly by M&C Saatchi (based in London) and Temerlin McClain (based in Dallas). The role of the advertising is to create awareness of the oneworld brand name and its members.

The international campaign will emphasise the benefits of the alliance to the 174 million passengers who fly with the oneworld carriers to more than 600 destinations worldwide.

The messages conveyed in the campaign include:


* More rewards -greater opportunities for frequent flyer members to earn and redeem frequent flyer miles across all carriers;

* More recognition - premium status on one airline will be recognised across all member airlines;

* More facilities - lounge access now extended to the equivalent class of lounge across all carriers, totalling more than 200 lounges worldwide;

* More worldwide support - employees of all member airlines will be able to assist customers whichever airline they fly.

The print, poster and banner site campaign will run in nine different languages and target customers in over 90 countries around the world from Western Samoa to Andorra. The campaign will appear in 159 titles using a combination of local, regional and global titles, a mix of national newspapers, business magazines, airport posters and banners.