Up your luck with oneworld!

10 November 2011

The oneworld® airline alliance is today launching a new promotional campaign for Italy, to increase brand awareness among business flyers and consolidate its presence in one of its key European target markets.

Its overall message is the breadth of the oneworld network from Italy, with its airlines offering non-stop flights from 10 Italian airports to nine cities with the smoothest of onwards connections to more than more than 750 destinations worldwide.

At the core of this new oneworld awareness campaign is a prize competition for Italian travellers, giving them the opportunity to win one of the four oneworld travel awards crafted around their demanding travel preferences.

To enter the competition, travellers will have to connect to oneworld's dedicated microsite (www.oneworld-italia.com) and then complete three simple steps.   First, they'll be asked to choose their price, selecting among four oneworld excellences:

  • oneworld network to and from Italy: Two Business Class tickets to fly to any of the nine business destinations served directly from Italy..
  • oneworld network worldwide: A free companion ticket in Business Class to any of oneworld's 750 destinations.
  • oneworld FFP benefits: The privilege of being a oneworld Emerald frequent flyer for one year.
  • oneworld FFP rewards: 500,000 points or miles in the oneworld FFP programme of their choice.

As a second step they will be asked to answer a couple of questions to test their knowledge about oneworld network and offering, and finally register filling a brief form in with their personal details.

At the end of the subscription process, players will be offered the chance to share their entry with colleagues and friends.

The competition opens today and will close on the 31 January 2012, ending up with a final draw that will take place on February 9.

The launch will be supported by a broad advertising campaign, featuring posters and online banners. 

Big billboards will be placed inside Malpensa and Linate airports in Milan, promoting the competition and stressing the message about oneworld network. Communications will be reinforced by panels applied on oneworld Charging Stations inside the gate area and through customized brochures at the check-in counters.

The communication buzz will be supported by advertisements on Google and banners carried on member airlines' websites.

The campaign, developed by the international agency Imagination from New York, is an adaptation of oneworld's corporate campaign "UP". launched in 2010. The key visual, showing people jumping high into the sky through the pictures of famous international photographer Dewey Nicks, clearly shows oneworld''s commitment in offering to its customers a more rewarding and pleasant flight experience.

About oneworld

oneworld is the world's premier global airline alliance.  It brings together some of the best and biggest names in the airline business - American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LAN, Malév Hungarian Airlines, Mexicana, Qantas, Royal Jordanian and S7 Airlines, and around 20 affiliates including American Eagle, Dragonair, LAN Argentina, LAN Ecuador and LAN Peru. airberlin, India's Kingfisher Airlines and Malaysia Airlines are on track to join in 2012.

Between them, these airlines:

  • Serve some 900 airports in nearly 150 countries, with more than 10.000 daily departures.
  • Offer 550 airport lounges for premium customers.
  • Carry a million passengers a day on a combined fleet of more than 2.500 aircraft.
  • Generate more than US$ 100 billion annual revenues in total.

oneworld enables its members to offer their customers more services and benefits than any airline can provide on its own.  These include a broader route network, opportunities to earn and redeem frequent flyer miles and points across the combined oneworld network and more airport lounges. oneworld also offers more alliance fares than any of its competitors. 

oneworld was named the Best Airline Alliance by Global Traveler in its GT Tested Reader Survey 2010 Awards and the World's Leading Airline Alliance in the 2010 World Travel Awards, retaining that title for the eighth year running.