Star Alliance celebrates its 20th Anniversary this year and has unleashed a phenomenal ad campaign to begin the celebration.
Rather than try to describe the videos, you can watch them here:
The message: we’ve got your back.
Part of the 20th Anniversary ad campaign includes a series of “Connecting Cultures” videos that highlight unique experiences in the hubs of member carriers. The first two videos are already out. Check out Bangkok and Stockholm.
I’m not sure I’d like to go boxing in Bangkok or climbing in Stockholm…but the ads are clever.
Naturally, I am partial to Star Alliance because I worked there and have flown 1.5 million miles on Star Alliance carriers. Still, I love not only the composition of the ads, but the underlying message. Indeed, even as alliances wane in influence, the proposition of an alliance (reciprocal earning, lounge access, priority handling, status recognition) remains one of the greatest marketing achievements of all time.
Alliance partners do not always get along well, but when they do the customer benefits greatly. Alliances have brought together foes and turned them into unlikely allies.
The 20th anniversary celebration is going to be huge. Later on I’ll have details about an attractive contest in which you can win 1,000,000 reward miles.