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One World

Background / Challenge:

In 1997 five airlines – American Airlines, British Airways, Canadian Airlines, Cathay Pacific, and Qantas formed a unique airline alliance. The venture was designed to achieve key benefits for flyers including: smoother transfers for passengers traveling across member airlines, greater support to passengers regardless of which member airline they booked with, a greater range of round-the-world products and enhanced co‑operation in the member airlines’ frequent-flyer programs to provide more rewards.


Led mostly by the American Airlines and British Airways marketing teams, we helped to create the name ‘OneWorld’ to underscore the global footprint of the member airlines in the alliance as well as the unified and complete nature of services and benefits.


Since its launch almost two decades ago on Feb 1, 1999, OneWorld is now the third biggest airline alliance. As of October 2017, its member airlines collectively operate a fleet of 3,447 aircraft, serve about one thousand airports in more than 158 countries, carrying over 5 million passengers per year on more than 12 thousand daily departures, generating annual revenues of more than US$130 billion it is the 3rd biggest airline alliance with more than 527 million passengers


  • B2C
  • Brand Strategy
  • Brand Naming

New York, NY

Miami, FL

San Francisco, CA

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