Star Alliance: A new kind of airline - IPA Effectiveness Awards Case Study 2000

Brief Description: Star Alliance, a new kind of travel network in which 15 partner airlines work together, launched in 1997. The objectives were to build the brand, create awareness amongst its target market: frequent international business travellers/frequent flyers. Key messages were placed in airports, local newspapers and global magazines. Some airplanes of each airline repainted to correspond with the visual in the ads. The advertising successfully created awareness and a preference for flying within the star network ;---(TAGS)--- Full Title: Star Alliance ; Number: 2000/15 ; Brand Name: Star Alliance ; Client: Star Alliance ; IPA_ProductCoding: Travel & Transport (Airlines) ; Agency: Young & Rubicam New York ; Author: Louise McKenven, Carl Hartman, Cat Weltz ;