oneworld has today announced the launch of their first global marketing campaign in five years. This coincides with the alliance’s 25th anniversary year, and the campaign also includes an alliance-first ‘signature sonic.’
On Thursday (November 21, 2024), oneworld announced the launch of their first global marketing campaign in five years, which will be on display until early December at London Heathrow, Los Angeles International Airport, and Sydney International Airport, as well as in oneworld branded lounge locations at Amsterdam-Schiphol and Seoul’s Incheon Airport. This coincides with oneworld’s 25th anniversary, and also includes an alliance-first ‘signature sonic’ or a short sequence of notes, sound effects, or a mini melody that represents a brand. Targeting premium globetrotters traveling for business or pleasure, the goal of the new campaign is to engage over 40 million travelers worldwide. The new signature sonic is called ‘The Take-Off’ and has been bespokely designed for oneworld by London-based content marketing company, SUNDAY. oneworld's new signature sonic, 'The Take-Off' is available below.
In Thursday’s announcement, oneworld’s Director – Global Brand and Marketing, Maria McKinnon, said,
“We are extremely excited to be launching our new marketing campaign, showcasing the best of oneworld during its 25th anniversary year. oneworld has always been an industry leader and innovator, so to be launching our new sonic identity - a first for airline alliances - is also an exciting chapter in our history. Our commitment has always been to provide customers with a seamless and superior travel experience, and we are confident our signature sonic will be a unifying sound that brings together people of different cultures, no matter what language they speak.”
Also commenting the marketing collaboration, SUNDAY’s Head of Video, Tom Coulson, said,
“The oneworld signature sonic is a short, melodic sound sequence that amplifies the bright optimism of the oneworld alliance. It shares the joyful, forward-looking world of opportunity oneworld offers members. We’re excited to hear it roll out across the globe.”
oneworld's New Digital Spot Promoting Lounge Access - Courtesy oneworld
Since 1999, oneworld has grown to 15 members, including Alaska Airlines, American Airlines, British Airways, Cathay Pacific Airways, Finnair, Iberia, Japan Airlines, Malaysia Airlines, Qantas, Qatar Airways, Royal Air Maroc, Royal Jordanian, SriLankan Airlines, Fiji Airways and Oman Air (pending). In 2024, oneworld is celebrating their milestone 25th anniversary. Top-tier oneworld Emerald and Sapphire members enjoy access to airport lounges and are offered extra baggage alliances. The most frequent fliers, Emerald, can also use fast track security lanes at select airports.
Source: oneworld