22 June 2000

Delta Air Lines, Air France, AeroMexico, and Korean Air Lines will today unveil Skyteam, a new marketing alliance designed to compete with existing global partnerships, Star Alliance (led by United Airlines and Lufthansa) and Oneworld (British Airways and American Airlines).

According to an insider, Skyteam's strategy is to entice business travelers by offering full frequent-flier reciprocity. Business class and other elite-status passengers on the four partner airlines can amass common-use frequent-flier miles at premium rates. The plan emulates that of the Star Alliance, but is more generous than Oneworld.

An international multimedia campaign budgeted at “tens of millions of dollars” will break this fall. The agency appointed is Havas group’s Euro RSCG Worldwide.

News source: Wall Street Journal