Travel Bright – oneworld adopts bright new brand positioning as the alliance turns 20

01 February 2019

oneworld® is ensuring its brand is fit for the alliance’s third decade as the leading global alliance marks the 20th anniversary of its launch with an invigoratingly fresh positioning - complete with a new tagline “Travel Bright” and website.

oneworld CEO Rob Gurney said: “oneworld is undergoing a radical transformation to build on the value it generates for customers and its member airlines as it enters its third decade.  Travel Bright is the visual representation of all those changes.  All of our research indicates it resonates strongly with our core target market – today’s frequent international business travellers.”

Breaking the mould of airline alliance advertising, Travel Bright draws on engaging and energising characters and visuals set against a range of bright pastel colours to present the bright new oneworld - contemporary, warm and positive in its expression, with a look and feel reflecting the more energetic and positive millennial generation.

As such, it features characters representing a full range of cultural, ethnical and age diversity.    

It is designed to communicate the character of the alliance and the benefits it delivers, drawing on three core themes:

•   Guidance: oneworld and its member airlines work together so customers have a great journey wherever they need to travel - a world-class collection of airlines that connect together seamlessly.

•   Understanding:  No matter where you find yourself, oneworld is there to provide tailored service that understands you, your journey and why it matters.

•   Anywhere:  Across six continents, oneworld enables you to earn rewards, travel further and relax in comfort with special privileges for frequent flyers all the way.

A key objective has been to simplify how oneworld’s customer value proposition is presented, making it easier for customers to understand the key benefits the alliance delivers.  Each of these elements will be featured in individual snappy 15-second videos.

Rob Gurney added: “Travel Bright shows what makes oneworld a different kind of alliance – offering smart benefits and smart technology while demonstrating its human side. 

“We want every customer’s experience to be the best experience. That is why we do the work to make] airline travel – whether it be domestic or around the world, on one or multiple carriers – as frictionless and simple as possible.  We are aiming to make travel bright – with bright conveying warmth, intelligence, progression and optimism.

“This has shaped oneworld’s new visual identity, with its design, photography and language working together to express warmth and humanity, clarity and simplicity, energy and innovation, and reflecting our customers of today.”

This sweepingly different brand positioning is being rolled out now across all oneworld communications channels – including a relaunched alliance website at - and through messaging about the alliance by its member airlines.

Developed by global advertising agency Ogilvy in conjunction with the alliance’s Marketing team, the brand relaunch involved the creation of almost 300 different visual assets, translated into nine different languages, that will be used in physical and digital formats, allowing more engaging conversations via social and digital channels.

The new is also being rolled out from today, initially in English, but with versions in nine other languages – including Chinese, French, German, Italian, Japanese, Portuguese and Spanish – to follow.

About oneworld

oneworld brings together 13 world-class airlines - American Airlines, British Airways, CathayPacific Airways, Finnair, Iberia, Japan Airlines, LATAM, Malaysia Airlines, Qantas,Qatar Airways, Royal Jordanian, S7 Airlines and SriLankan Airlines, and around 30 of their affiliates.  Royal Air Maroc is on track to join during 2020.  Fiji Airways is a oneworld connect partner.  Collectively, these airlines:

•   Serve 1,100 airports in 180 territories, with 14,000 daily departures.

•   Carry almost 550 million passengers a year on a combined fleet of 3,500 aircraft.

•   Generate US$ 135 billion annual total revenues.

oneworld member airlines work together to deliver consistently a superior, seamless travel experience, with special privileges and rewards for frequent flyers, including earning and redeeming miles and points across the entire alliance network.  Top tier cardholders (Emerald and Sapphire) enjoy access to more than 650 airport lounges and are offered extra baggage allowances.  The most regular travelers (Emerald) can also use fast track security lanes at select airports.

oneworld holds more “best airline alliance” awards than its competitors combined:

2019-02-01 oneworld press release 20th anniversary WRAP-UP v6A Web AWARDS