Star Alliance is Atomic’s founding client, we have worked on the brand for the last 8 years’, operating across every single continent in 25 different markets.
Star Alliance is the world’s largest airline affiliation by both number of serviced connections and passenger volume. We are Star Alliance’s global lead creative partner working across every aspect of their marketing from brand strategy, digital communications, all the way through to content development, digital comms and social-media management.
Our task for Star Alliance is and has always been to reach and engage more with their global consumer base. Their challenge is that many people are confused or know little about what the organisation does and stands for. With many member airlines, frequent flyers and members of their rewards scheme unsure on the benefits that come alongside travelling with the alliance. In addition to this education piece our role has been to bring together their frequent flyers as a close-knit community.
Since we began working with Star Alliance our focus has been on delivering engaging global campaigns across traditional broadcast media, social and digital to communicate the benefits that come with being a member of the alliance and build an emotional connection with their audience to encourage a sense of community.
The Way The Earth Connects
Our overarching creative platform ‘The Way The Earth Connects’ was developed to bring brilliant cohesion, consistency and cut-through to the brand across every conceivable channel and touchpoint, in a highly cluttered airline advertising marketplace, all with a fraction of the budget of even one of its member airlines.
One of the most successful campaigns to date for the brand was our 20th anniversary campaign. Rather than celebrate a corporate 20th anniversary we decided to give the brand a purpose by inspiring people to make their own cultural connections bought to life by creating a branded content series, partnering with National Geographic and globally renowned travel expert Robert Reid. We sent the travel journalist places he had never been before, and challenged him to do things he had never done before, demonstrating how different cultures can connect through travel.
Our most recent campaign #DetailsMatter was created to show the benefits enjoyed through being on an airline carrier that is part of the alliance. Our connection service ad, for example, highlights the inter-airline service that Star Alliance provides to ensure you make your connecting flight.
Since working with Star Alliance we have increased their social reach by 1.4M, achieved through no increase in budget. We have also seen increased engagement rates and lowered cross channel cost per thousand year on year as well as an improved reaction rate from 65% to 90% within 24 hours globally.
Typically, we achieve on average 40k engagements on always-on content per month, 66.4m impressions on campaign content among frequent flyers and 13.3m video views which has helped to increase knowledge and understanding of Star Alliance among a relevant audience.
We’re proud to say to our communications have allowed the alliance to win SkyTrax best airline alliance for three years running.