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