STAR ALLIANCE GOLD STATUS FREQUENT FLYERS TAKE CENTRESTAGE IN CAMPAIGN
Representative image
Star Alliance and its member carriers will feature an exciting line-up of bona-fide Gold Status frequent travellers in their joint marketing activities in 2016. In total, five member carriers are planning to run “bespoke” campaigns during the course of this year.
Mark Davies, Director Loyalty and Marketing at Star Alliance said: “We have been using genuine international travellers in various campaigns for a number of years now. Originally the concept was largely part of our marketing campaigns for welcoming new member airlines to the Alliance. In 2015, we then used the same concept to support our member carriers with individualised campaigns, underscoring the global Star Alliance brand message. Building on the positive feedback received, we will continue this concept during the current year”.
The first member airline to roll out its bespoke campaign in 2016 will be Turkish Airlines, featuring free-diving world record holder Şahika Ercümen. She regularly travels to beautiful and exotic locations to participate in free-diving competitions and training camps, as well as to cities where she lectures on her sport, health and nutrition. Ercümen began her career in 1998 and has since won over 100 medals and awards. She currently holds six world records in different free-diving categories. The campaign featuring Ercümen will be broadcast across various Turkish Airlines and Star Alliance media channels from now until early March.
In parallel, EVA Air’s bespoke campaign, which launched in December 2015, will continue to run across the airline’s own as well as the Alliance’s marketing communication channels through the end of January 2016. It features Taiwanese dancer Fang-Yi Sheu who has had a very prestigious career in dancing and is the founder of LAFA & Artists Dance Company.
Another campaign which has been running since December 2015 is the Croatia Airlines bespoke, featuring world-renowned pianist Maksim Mrvica.
Ercümen, Mrvica and Fan-Yi Sheu are elite level customers in the respective Frequent Flyer Programmes of Turkish Airlines (Miles & Smiles), Croatia Airlines (Miles & More) EVA Air (Infinity Mileagelands) and thereby also hold Star Alliance Gold Status.
Further campaigns for 2016 are being planned with EGYPTAIR and South African Airways along with further member airlines.