The oneworld alliance is campaigning to gain a bigger market share in Italy with a new advertising campaign that oneworld says marks a world...

The oneworld alliance is campaigning to gain a bigger market share in Italy with a new advertising campaign that oneworld says marks a world first, and by inviting other alliances’ frequent flyers in Italy to join any oneworld airline’s loyalty scheme and have their existing tier-status matched.

To promote awareness of the extent of the network offered by oneworld member airlines from Italy, all oneworld member airlines are to promote their fares from the country in single oneworld advertisements. Oneworld believes this marks the first time that all airlines in any world airline groupings have advertised the fares they offer from any country in single advertisements.


Oneworld is also inviting travelers based in Italy with elite status in any frequent-flyer program of an airline in any other alliance to join any oneworld airline’s frequent flyer scheme, promising that for any traveler who does so it will match the status level of his or her existing loyalty program.

Depending on their status in their existing frequent flyer programs, Italy-based travelers will be offered oneworld Ruby or Sapphire status with the oneworld airline of their choice. This will offer them benefits whenever they fly with any oneworld airline, including the ability to earn and redeem mileage rewards throughout the oneworld network, along with priority check-in, boarding and waitlisting. Sapphire members can also use some 550 airport lounges worldwide.

To take advantage of the matching offer, Italy-based travelers have to apply and fly once with any oneworld airline from Italy by the end of this year.

The oneworld airline alliance has celebrated its 10th anniversary in 2009 and adopted this special logo throughout the year to commemorate the milestone

The oneworld airline alliance has celebrated its 10th anniversary in 2009 and adopted this special logo throughout the year to commemorate the milestone

The fares advertisements will highlight lead-in prices offered by all 10 oneworld member airlines from Italy to around 40 destinations worldwide, such as on:

● American Airlines from Milan to Chicago from €500 return;
● British Airways from Milan to London from €121 return;
● Cathay Pacific from Rome to Hong Kong from €497 return;
● Finnair from Milan or Rome to Shanghai from €559 return;
● Iberia from Milan or Rome to Mexico City from €545 return;
● Japan Airlines from Milan or Rome to Tokyo, Nagoya or Osaka from €679 return;
● LAN from Rome to Santiago de Chile from €910 return;
● Malév Hungarian Airlines from Rome to Kiev from €168 return;
● Qantas from Milan or Rome to Sydney from €943 return; and
● Royal Jordanian from Milan or Rome to Beirut from €350 return.

Eight oneworld member airlines ― American Airlines, British Airways, Cathay Pacific Airways, Finnair, Iberia, Japan Airlines, Malév Hungarian Airlines and Royal Jordanian ― offer more than 1,100 flights a week to and from a total of 15 airports throughout Italy, and provide onward connections throughout the oneworld network serving some 700 destinations in almost 150 countries.

The drive will be supported by extensive advertising in newspapers and on-line and at key airports across Italy.

“The aim of this campaign is to encourage more business travelers in Italy to switch to oneworld member airlines by highlighting that our alliance is a real alternative for their worldwide travel needs, with a global coverage from Italy by quality airlines,” says Filip Lemmens, oneworld’s commercial director.

For more details on the campaign, visit oneworld.com/Italy.