oneworld advertising wins world award06 November 1999
oneworld™'s advertising is the best around the world, according to judges of a top marketing award scheme.
It has been named "Best International Campaign" by the leading advertising industry magazine Media Week in its 1999 awards.
Runners-up were mobile phone manufacturer Nokia and the Financial Times.
Advertising for the oneworld alliance centres on the customer-focussed message "oneworld revolves around you".
The judges gave the award to oneworld because they felt "the strategy of tracking customers through the travel process was logical and well thought through."
oneworld was launched by British Airways, American Airlines, Canadian Airlines, Cathay Pacific and Qantas in February, with Finnair and Iberia joining in September. LanChile will be added next year.
The campaign was developed for the alliance by M&C Saatchi, British Airways' advertising agency, working with Walker Media, and Termerlin McClain, which handles the American Airlines account.
Jill Manaton, British Airways' Senior Manager Marketing Communications, received the award on behalf of the oneworld alliance, at a glittering ceremony in London