BRANDING CAMPAIGN: Star Alliance launches image based awareness campaign

The group of 27 airlines, the Star Alliance network has launched an app based competition to raise awareness of its gold status among business travellers.

The ‘Picture your upgrade’ campaign, designed by DDB UK, launches on 8 February and allows business travellers to earn upgrades by taking pictures.

The app – available on iOS, Android and BlackBerry – specifies what pictures travellers should be capturing based on the services available as part of Star Alliance’s gold status. For example, with gold status you get priority check-in across 27 member airlines. To celebrate this, travellers must take three photos of any Star Alliance priority check-in aisle for the chance to be checking into one of three suites at a five star luxury hotel for the night.

The new campaign highlights the increasing importance of images in marketing; as Facebook changes its format to a more picture based layout and new picture based social network, Pinterest gains popularity.

The campaign, aimed at existing customers, will run until 4 April and encompasses web, social media, mobile and in flight magazines. Entrants will have the chance to win weekly prizes as well as the grand prize of round the world business class tickets or an upgrade to Star Alliance gold status