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oneworld Alliance

Celebrating the 20th anniversary of the world’s leading airline alliance.

The Brief

The PC Agency was appointed to manage the launch and promote awareness of the new-look oneworld branding, along with its exciting new digital innovations, incentives, and benefits for its members to mark its 20th anniversary. Hosting a high-profile event for an unprecedented 13 airline chiefs, including oneworld CEO Rob Gurney and representatives from all its member airlines, we created impactful brand messaging to secure high volumes of top-tier coverage across the UK and international broadcast, consumer, and trade media.

Our Approach

The launch: oneworld’s 20th anniversary was celebrated at a press conference on 1st February 2019 in London, where the alliance was first formed two decades ago.

The event aimed to promote awareness of oneworld’s:
● 21st century brand, including new ‘travel bright’ positioning
● Digital transformation, including the launch of the ‘carrierconnect’ functionality across member airline apps, enabling customers to book multi-carrier itineraries in one place
● Improved customer experience with the rollout of oneworld lounges
● Improved membership offering through oneworld connect

Orchestrating the attendance of 13 CEOs out of the alliance’s 14 member airlines, including Doug Parker, CEO of American Airlines, Topi Manner, CEO of Finnair and Alan Joyce, Qantas CEO was a major PR coup and a first for the brand.

Business Results

The PC Agency secured more than 100 pieces of coverage in 20 countries worldwide. Broadcast highlights include Rob Gurney’s interview on Ian King Live, Sky News, and Doug Parker and Alan Joyce on Talking Business, BBC World News. Top online coverage included news and features in Business Traveller, South China Morning Post, Buying Business Travel, The Points Guy, TTG, Australian Business Traveller, FlightGlobal, Business Insider, Reuters, Skift and Bloomberg.

Impact: Total pieces of coverage: 110 | Global Reach: 974M | Substantial increase in global traffic to oneworld.com

“Thank for all your amazing support on our 20th-anniversary project. We can feel really proud of what we achieved. It was really good working with you – professional, quick-to-respond, hard-working, eye-on-the-ball, attention to detail and to the broader strategy. Your input way exceeded the brief.”Michael Blunt, Vice-President Corporate Affairs, oneworld Alliance