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Oneworld attacks rivals’ European bases
A battle of the global airline groupings is breaking out in Europe with British Airways-backed oneworld launching its first major advertising blitz in five years.
Oneworld is targeting France and Germany – home of Air France and Lufthansa, members of the SkyTeam and Star Alliance respectively.
The multi-million euro Oneworld campaign is the first external advertising push since the 9/11 attacks in 2001.
The group of eight carriers plans newspaper and magazines advertising, billboards and posters at airports and a major online communications campaign.
Commercial vice-president Nicolas Ferri said: “Oneworld’s focus during the challenges facing our industry during the past five years has been on delivering our alliance services better than either of our competitors and supporting our member airlines in their efforts towards profitability.
“This has meant, however, that we have not had the resource to tell the world as much as we’d like about the great services and benefits we and our member airlines collectively offer.
“This is changing today with our biggest investment in marketing communications for five years. We will be measuring the success of this porgramme very carefully to ensure it delivers our member airlines with what they want – great awareness for the alliance translating into more customers, more revenues and a bigger market share of these these two important markets.”
Report by Phil Davies
Phil Davies
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