The individual carriers' tail fins where used as a royal crest atop all executions. Visually, they represented an international calling card to the world traveler.
An online asset development library was built so carriers could create their own print ads, posters, digital assets and collateral - promoting the Alliance while simultaneously elevating their brand.
Customized trifold table toppers promoted frequent flier bonuses in Admiral clubs. Customized CRM templates offered promotional support for each of the carriers.
The Alliance has kept the campaign running for four years. Oneworld has grown, adding five more carriers to their network.