Star Alliance dollars 25m global promotional project goes to Y&R

Young and Rubicam has been handed a dollars 25 million global assignment to promote the Star Alliance, a group of airlines brought together by United Airlines, in a bid to rival the powerful potential link-up between British Airways and American Airlines.

Young and Rubicam has been handed a dollars 25 million global

assignment to promote the Star Alliance, a group of airlines brought

together by United Airlines, in a bid to rival the powerful potential

link-up between British Airways and American Airlines.



The Star Alliance is a co-operation agreement between United (a Y&R

client), Thai Airlines, Lufthansa, SAS and Air Canada.



Young and Rubicam is promoting the alliance as ’the airline network for

Earth’ and has already produced the first set of posters which show an

elongated aeroplane carrying the liveries of all five participants. A

second burst is planned for the autumn.



Suzanne Sharpe, the European account managing director on the business

at Y&R London, said: ’The link is designed to make travel more seamless

and to offer competitive and meaningful benefits.’



At the moment, air miles can be transferred between the airlines, and

lounges for first and business class passengers are open to travellers

on all five airlines. Further benefits are in the pipeline.



Ads are running in the home country of each airline, as well as in the

UK and in a selection of pan-European publications. Media is being

handled by Mediapolis, where it operates, and by Y&R Media in other

countries, except Scandinavia where the local media shop for SAS will

perform the media buying.



The creative work for the first campaign was led by the art director,

Reid Miller, from the US.



Y&R won the United account, which it shares with the US agency, Fallon

McElligott, just over six months ago (Campaign, 21 October). The dollars

120 million global ad business had been held by Leo Burnett for 31

years.