Established in 1997 as the first truly global airline alliance, the Star Alliance network has the most international member airlines, daily flights and destinations around the world. Offering global customers convenient worldwide reach and a seamless travel experience.Customers enjoy a range of benefits from: Priority check-in, Lounge Access, Priority Boarding through to Priority Baggage.

However, customers were unaware of these benefits and not engaging with what the brand had to offer. Our objective was to raise awareness, engage and educate our global audience - without a global advertising budget.

The idea for the promotion was based on two key universal insights relevant to the international business traveller audience: 1.They use mobile devices when travelling2.They had grown bored of the airport experienceWe saw this as an opportunity to create engagement with the brand while educating customers on the benefits of being a Star Alliance Frequent Flyer program member.The ‘Picture Your Upgrade’ promotion was a fun way to bring to life the benefits while providing entertainment for the target audience.‘Picture Your Upgrade’ was a unique promotional app that allowed customers to take pictures of boring things in the airport and submit them for a chance to win an ‘upgrade’ for something more rewarding.For example, people could take a picture of Priority check-in and win an ‘upgrade’ to check -in at an exclusive 5 Star Hotel.Or take a picture of a seat in a Star Alliance lounge and win an ‘upgrade’ for their own Le-Cobusier armchair.We invited people to share photos on our Facebook page, geo-tagged their photos and display their journeys.

In just 8 weeks tens of thousands of people downloaded the app from over 100 different countries. Over 28,000 photos were uploaded featuring customer journeys and Star Alliance benefits. These were geo-tagged from over 600 airports/destinations and shared on Facebook, helping us achieve a daily audience reach of over 1,000,000 people and increasing our fan base by 17%.Great results - without a great big advertising budget.

‘Picture Your Upgrade’ was a unique promotional app that allowed customers to take pictures of boring things in the airport and submit them for a chance to win an ‘upgrade’ for something more rewarding.For example, people could take a picture of Priority check-in and win an ‘upgrade’ to check -in at an exclusive 5 Star Hotel.Or take a picture of a seat in a Star Alliance lounge and win an ‘upgrade’ for their own Le-Cobusier armchair.We invited people to share photos on our Facebook page, geo-tagged their photos and display their journeys.

In just 8 weeks tens of thousands of people downloaded the app from over 100 different countries. Over 28,000 photos were uploaded featuring customer journeys and Star Alliance benefits. These were geo-tagged from over 600 airports/destinations and shared on Facebook, helping us achieve a daily audience reach of over 1,000,000 people and increasing our fan base by 17%.Great results - without a great big advertising budget.