Airline alliance breaks ads

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Qualiflyer Group, a 15-month-old alliance of 11 European airlines including Austrian Airlines, Sabena Belgian World Airlines and Swissair, is expected to launch an international TV campaign next month promoting its code-sharing and frequent flier program links. Print began June 22. The tagline from Advico Young & Rubicam, Zurich, is "The Qualiflyer Group. Flying European style"; creative features images of people soaring through exquisite skies. The TV effort will run on international versions of CNBC and CNN, as well as BBC World, Euronews and Eurosport. Print ads are scheduled for international editions of the Financial Times, International Herald Tribune and The Wall Street Journal, as well as The Economist and other publications. Creative can be viewed at their Web site. The 11 member airlines also will buttress the campaign through in-flight videos and magazines, and point-of-purchase promotions at ticket purchasing and check-in counters.

Copyright June 1999, Crain Communications Inc.

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