Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Airlines form 'Star Alliance'

Published on .

Star Alliance, a new international airline partnership, was formed by United Airlines, its existing partners, Lufthansa and Scandinavian Airlines System, and new additions Air Canada and Thai Airlines. Star is backed by a $25 million print marketing campaign from Y&R Advertising, New York, with worldwide ads breaking today and May 15 in business publications. Star Alliance will be symbolized by a single logo of five pyramids in a circle that will appear on all planes of the member airlines, in airports and ticket offices. Frequent flyers on Star Alliance flights will be able to accumulate and redeem miles through each airline's program, among other benefits. American Airlines immediately called for government approval of its alliance with British Airways, noting it was created largely in response to that of United.

Copyright May 1997, Crain Communications Inc.

Most Popular
In this article: