The Star Alliance Network has embarked on a new communications campaign for Biosphere Connections, a new partnership agreement with a group of international organisations that promote environmental sustainability.
The initiative, that was established in 2006, teams the Star Alliance network of airlines with the Convention on Wetlands (Ramsar, Iran, 1971), the World Conservation Union (IUCN), and the Man and the Biosphere (MAB) Programme of the UNESCO. Through this global cooperation, the respective organisations receive travel support from Star Alliance member carriers to foster the knowledge exchange between scientists, researchers and project workers.
Biosphere Connections will use the communications activities of the four partners, including websites, publications, events and in-flight entertainment systems. It will also provide the airline connections of the Star Alliance—with whom Justus Oehler of Pentagram has been working for the last 14 years—to help connect the people and places of IUCN, MAB and Ramsar in their daily work.
“The core theme in this campaign is to underline our brand value of connecting organisations and individuals across the globe. Creatively we are building on the successful use of testimonial from real customers who have become advocates in our past campaigns”, said Mark Davies, Director Loyalty and Marketing, Star Alliance. “Hence, we are extremely grateful to our Biosphere Connections partners, specifically to Ms. Irina Bokova, the Director-General of UNESCO, for supporting this campaign as the catalyst for our global brand message”.
The current campaign, produced in association with National Geographic, highlights five international projects which have benefited from this support: Abrolhos Archipelago in Brazil, Chilika Lagoon in India, East Usambara tropical rainforest in Tanzania, the Hagia Sophia in Istanbul and the reintroduction of the grey wolf to the Yellowstone National Park in the USA.
Three of these projects provide the main theme for the classical print advertisements featured in leading news and
In addition to carrying the advertisements, the National Geographic magazine will complement these with its own advertorials.
In support of the printed advertising, National Geographic has also produced mini-documentaries on the five projects. The National Geographic TV channel will also screen condensed films linking to the Biosphere Connections information on the Star Alliance website.
The campaign has been put together with the support of the two appointed Star Alliance agencies – DDB and MEC – who have delivered uniquely compelling content with a striking creative through a powerful cross-platform campaign comprising TV, online and print.
Guy Bradbury, Creative Director at DDB, said: “The Star Alliance network is an expert in global collaboration and helping other organisations come together. These films and the crafted creative materials we have helped produce show the amazing things that can happen when collaboration is facilitated world-wide.”
Chantal Rickards, Head of Branded Content at media agency MEC said: “This content project, born out of an exciting Star Alliance brand campaign, is a terrific match for National Geographic TV and its audience. The production values more than match the quality of the rest of the channel’s output, shining a light on these wonderful international stories.”