Oneworld in TM's Hands

DALLAS TM Advertising today launched a campaign for global airline alliance Oneworld. The effort targets frequent business travelers.

Led by TM client American Airlines in partnership with British Airways and other carriers, Oneworld is expected to spend $7-10 million on advertising, sources said.

Nicolas Ferri, Oneworld vp, called the campaign “our biggest investment in marketing communications for five years.”

“We will be measuring the success of this program very carefully to ensure it delivers our member airlines what they want—great awareness for the alliance translating into more customers, more revenues and a bigger market share,” Ferri said.