Star Alliance is an alliance of 16 leading world airlines. They have two main rivals: the Sky Team alliance and the One World alliance. In February, in the UK, Star Alliance went on the offensive to steal their rivals’ best customers – those who have earned Gold or Silver status. They launched this bold new offer: We will automatically give you Gold or Silver Status if you sign up with Star Alliance now. This meant business travellers who had spent years earning their Gold or Silver status with rival airlines, could now get that same status instantly by joining Star Alliance.

Visual: a typical business traveller and the hard work that goes into earning Gold and Silver status. Headline: explains he could now get that status instantly with Star Alliance.1) Posters at London Heathrow Airport.2) Ads in business magazines and newspapers.3) On-line.4) Leaflets on trains to London Heathrow Airport.5) Taxis at London Heathrow Airport.6) At London Heathrow, we also opened a Massage Area and invited tired and weary business travellers to get a massage - and register with Star Alliance.

At the time of writing the campaign still has a month to run. However, the results have been remarkable.Over 64,000 unique visitors to the website.Over 18,300 of these visitors have registered with a Star Alliance member airline.They are precisely the customers we are seeking.Over half have been “stolen” from the oneworld alliance and the other half from SkyTeam and other non-alliance airlines.