Star Alliance has unveiled a new brand campaign named “Rhythm of Excellence,” emphasizing the synchronized coordination within its network of 25 member airlines. This initiative aims to showcase the cohesion that facilitates an effortless interline journey, allowing passengers to travel across multiple airlines under a single booking. The campaign highlights key aspects such as check-in, baggage handling, lounge access, and loyalty benefits, all designed to create a unified travel experience.
For nearly three decades, Star Alliance has built a global reputation for enabling smooth interline travel. Renato Ramos, Vice President of Corporate Strategy at Star Alliance, stated, “This campaign expresses the heart of our role and purpose as the enabler of seamless interline journeys. Customers mostly engage directly with our Members. It’s through their operations that our initiatives are brought to life — from check-in and baggage handling to lounge access and loyalty rewards. This rhythm, collectively built, truly defines this Alliance experience.”
The campaign is set against a jazz-inspired original score, with a lead film that visualizes the flow of an interline journey across the Star Alliance network. Scenes smoothly transition between different customer experience moments, including booking, airport interactions, connections, and loyalty programs. The film was shot at Tokyo Narita International Airport and Singapore Changi Airport and was conceptualized by The Secret Little Agency (TSLA). Their creative vision has transformed the Alliance’s goals into a cinematic narrative.
“Rhythm of Excellence” aims to celebrate the harmony achieved when 25 airlines operate together as a unified entity.
