Star Alliance has launched a new advertising campaign featuring the it ‘Biosphere Connections’ initiative.

The campaign will run from now through to June and includes print advertising, films, TV, online, social media and member airline communication channels.

“The core theme in this campaign is to underline our brand value of connecting organisations and individuals across the globe.

“Creatively we are building on the successful use of testimonial from real customers who have become advocates in our past campaigns,” said Mark Davies, director loyalty and marketing, Star Alliance.

Biosphere Connections was established in 2006 and underpins one of Star Alliance’s founding principles - connecting people from all corners of the globe by facilitating world-wide travel.

The initiative has since been supporting three organisations: Ramsar Convention on Wetlands, the International Union for the Conservation of Nature (IUCN) and UNESCO-MAB (Man and the Biosphere).

Through this global cooperation, the respective organisations receive travel support from Star Alliance member carriers to foster the knowledge exchange between scientists, researchers and project workers.

In support of the printed advertising, National Geographic has also produced mini-documentaries on the five projects which can be viewed at here.

“National Geographic is the perfect partner for us to begin telling our brand story of collaboration, using Biosphere Connections as one of the first global examples of such Alliance-led initiatives,” commented Davies.

“National Geographic has great credentials and credibility within the world of environmentalism, and has managed to capture amazing footage of these projects beyond our wildest dreams.”