The Drum Awards for Marketing - Extended Deadline

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Date: May 2017
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Star Alliance has marked its 20th anniversary with the launch of a global campaign.

Created by Atomic London in partnership with The Wall Street Journal, National Geographic and MEC, the campaign is a celebration of 20 years of connecting people and cultures through its incredibly diverse network of member airlines.

The campaign marks a milestone in Star Alliance’s marketing strategy. Having previously targeted the world’s most frequent travellers, this audience in recent years has expanded beyond the more traditional middle-aged executives using corporate travel accounts, to younger millennial, digital and mobile-first independent business travellers. It’s an audience that uses apps and social networks to enhance and enrich their business trips with personal travel experiences.

Star Alliance’s creative strategy had to therefore evolve to a more engaging, human approach to reach this audience, reminding them that there are still things to be discovered in the world, if you look in the right places. The central campaign theme focuses on cultural experiences from around the world, getting people to share their own experiences, and inspire others.

To inspire people we created a series of documentary films starring National Geographic’s ‘Digital Nomad’, Robert Reid. Immersing himself in different cultures around the globe, Robert is challenged by Star Alliance and five founding member airlines (Air Canada, Lufthansa, SAS, THAI and United) to take part in unusual cultural experiences, from building his shelter for the

night in the arctic, to getting in the ring with a Muay Thai martial artist.

The campaign is rolling out from May through September, and is supported by online, digital display, social and print.

Credits

Client: Mark Davies, Star Alliance

Advertising Agency: Atomic

Founding Creative Partner: Guy Bradbury

Creatives: Matt Lee and Brian Riley

Chief Strategy Officer: Richard Hill

Business Director: Christian Jaquest

Agency Producer: Becky Ormrod

Media Company: MEC

WSJ Custom Studios, Creative Director: Jim Piercy

Media Exposure

Paid for digital

Social

Digital Display

Owned channels