5 Air Allies Launch oneworld

Temerlin, M&C Saatchi Are Ad Co-Pilots

DALLAS–Temerlin McClain in Irving, Texas, and M&C Saatchi of New York co-developed and released an introductory print ad in the U.S. and in unspecified international markets last week for oneworld, a day after the alliance of five airlines was unveiled in London.
The federation of American Airlines, British Airways, Canadian Airlines, Cathay Pacific Airways and Qantas Airways will involve combining frequent flier programs and smoother transfers for passengers moving among those carriers beginning next year.
In the U.S., the intro ad ran as a full page or greater in 10 major city newspapers and in USA Today; it used the line, “oneworld revolves around you.”
The oneworld association does not require the regulatory approval that has held up a separate, more formal union between American Airlines and British Airways.
Spending for the initial buy was undisclosed but was funded by each of the member airlines, according to Paul Gold, executive director of account services at Temerlin. That agency is responsible for American Airlines’ account in Mexico and the U.S. M&C Saatchi handles creative for British Airways and Qantas.
Officials at American Airlines said ad spending to promote the alliance in 1999 has not yet been determined.
A Temerlin representative said advertising detailing the group’s specific benefits will break next year. Each of the member airlines will also use the oneworld logo in its own corporate identity materials.
–Steve Krajewski