Star Alliance launches campaign promoting its Biosphere Connections project

Star Alliance today launched a new brand campaign highlighting the success of its environmental initiative “Biosphere Connections”.

The campaign, produced in association with National Geographic, will run from now through to June and includes print advertising, films, TV, online, social media and member airline communication channels.

In support of the printed advertising, National Geographic has also produced mini-documentaries on the five projects supported by the initiative, which can be viewed here.

It was put together with the support of the two appointed Star Allianceagencies – DDB UK and MEC – who have delivered uniquely compelling content with astriking creative through a powerful cross-platform campaign comprising TV,online and print.

Guy Bradbury, Creative Director at DDB, UK,said: “The Star Alliance network is an expert in global collaboration andhelping other organisations come together. These films and the crafted creativematerials we have helped produce show the amazing things that can happen whencollaboration is facilitated world-wide.”

Established in 2006, Biosphere Connectionshassince been supporting three organisations: Ramsar Convention on Wetlands, theInternational Union for the Conservation of Nature (IUCN) and UNESCO-MAB (Manand the Biosphere). Through this global cooperation, the respectiveorganisations receive travel support from Star Alliance member carriers tofoster the knowledge exchange between scientists, researchers and projectworkers.

The current campaign highlights fiveinternational projects which have benefited from this support including theAbrolhos Archipelago in Brazil, the Chilika Lagoon in India, East Usambaratropical rainforest in Tanzania, the Hagia Sophia in Istanbul, Turkey and the reintroductionof the Grey Wolf to the Yellowstone National Park in the USA.

Three of these projects provide the maintheme for print advertisements featured press including The Economist, theFinancial Times, Monocle, the New York Times, TIME Magazine and Wall StreetJournal. In addition to carrying the advertisements, the National Geographicmagazine will complement these with its own advertorials.

The National Geographic TV channel will alsoscreen condensed films linking to the Biosphere Connections information on theStar Alliance website.

 Star Alliance is sharing content in the mostcommonly frequented channels, and asking people for their opinions on thevarious projects. These can be rated at www.staralliance.com, the newlylaunched Star Alliance Facebook (www.facebook.com/staralliance) and YouTubepages (http://www.youtube.com/user/staralliancenetwork) as well asthrough the National Geographic website itself.

The 27 Star Alliance member airlines willalso be featuring the new campaign in their own communication channels, such asin-flight entertainment systems, in-flight magazines, frequent flyercommunications, their respective websites and their own social media channels.