Star Alliance, the world's first ever multilateral aviation alliance celebrates 10 years of existence today. What started off as an alliance of five like minded airlines, has grown to currently 17 member carriers flying more than 406 million passengers a year to some 855 destinations in 155 countries.
“We have defied many sceptics who saw us as a marketing gag which was only going to last two years”, said Jaan Albrecht, CEO Star Alliance. “Today, nearly 30% of global air travellers use the services of our member carriers or looking at if from an overall industry perspective, two thirds of world-wide air travellers is one of the three airline alliances.”
Rather than to reflect on the achievements of the last 10 years, Star Alliance is seeing it's anniversary as a time to look forward.
The alliance is launching a new brand positioning which reflects the changing needs of the global traveller.
Commenting on this change, Jaan Albrecht, Star Alliance CEO: “alliances are not just about networks, alliances help people to connect on a global scale. Therefore I take pride in unveiling our new tagline, 'The way the Earth connects”.
The new brand positioning will be supported by an advertising campaign highlighting the role of body language in business and the importance of picking up these signs in face-to-face meetings.
At the same time, under the banner of “Biosphere Connections”, Star Alliance is entering into cooperation with recognised environmental organisations: UNESCO-MAB, the World Conservation Union (IUCN) and Ramsar Convention on Wetlands.
Star Alliance CEO Jaan Albrecht commented: “Biosphere Connections demonstrates Star Alliance's commitment to supporting protection of the environment and sustainability of the biosphere in a constructive and positive way. We are very pleased to form this partnership with such internationally respected and recognised organisations.”
Last, but not least the customers will also benefit from the alliances 10th anniversary. By flying on the 17 member carriers on qualifying tickets between now and November, customers can win a selection of unique monthly prizes and also have the chance to claim the grand prize: creating his/her own trip for two by picking up to five “experiences” from a list of 10 Star Alliance destinations - New Zealand, Japan, Sweden and South Africa are just an enticing few. Travelling First Class on member carriers' services, accommodation and activities are included, as well as US $5,000 on a prepaid VISA card.