The Oneworld airline alliance launched a $35 million international advertising campaign last week, the largest in the association’s history.
The global alliance of carriers includes American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Qantas, Aer Lingus and LanChile.
Ads will appear in print in some 200 periodicals, outdoor, online and collateral. Messages will be delivered in 15 languages.
Building on a previous campaign that launched last fall, the new creative work shows black-and-white images of people in business travel settings with their arms around the blue Oneworld globe logo. Four executions focus on services offered by the alliance, including frequent flyer benefits and an expanded airport lounge network.
The campaign was created jointly by Temerlin McClain in Irving, Texas, agency of record for American Airlines, and M&C Saatchi of New York, British Airways’ advertising partner.
–J. Dee Hill