Star Alliance loyalty scheme reviews pan-Euro account

Star Alliance, the air travel loyalty programme, is reviewing its pan-European account, worth £6.8 million, which is held by Harrison Troughton Wunderman.

Star Alliance is drawing up a longlist and Agency Insight will conduct the process. HTW has been invited to repitch.

The process is in the early stages and a brief has not been issued. However, Star Alliance is understood to be looking for an agency with offices in London and Frankfurt to develop on- and offline communications across Europe.

Star Alliance's relationship with Wunderman dates back to 1997, when the programme launched. Wunderman Cato Johnson, which later became HTW, picked up the direct marketing on the back of Young & Rubicam New York's appointment to the £13 million advertising business.

In 2004, HTW won the Star Alliance frequent-flyer programme after a pitch against EHS Brann, Draft and FCBi.

HTW's "worn-out flyer" campaign won the Grand Prix at the Direct Marketing Association Awards and a silver at the Cannes Lions Direct in 2004. The activity supported the launch of the Enhanced Benefits Programme. This offered to match customers' frequent-flyer status from non-Star Alliance airlines. The campaign featured press, posters and leaflets and a massage area outside BA's Executive Lounge.

Earlier this month, Swiss International Airlines and South African Airways became Star Alliance's 17th and 18th members. Lufthansa, British Airways and Cathay Pacific are also members.

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