The campaign by airlines in the oneworld® alliance to gain a bigger market share in Italy steps up a gear today with another alliance world first - and an invitation to 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 of them are to promote their fares from the country in single oneworld advertisements. This is believed to be the first time that all airlines in any of the world airline groupings have advertised the fares they offer from any country in single advertisements anywhere worldwide.
oneworld is also inviting travellers based in Italy with elite status in any frequent flyer programme of an airline in any other alliance to join any oneworld airline's frequent flyer scheme - with their existing loyalty programme's status level matched.
Depending on their status in their existing frequent flyer programme, they will be offered oneworld Ruby or Sapphire status with the oneworld airline of their choice - offering 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, all they need do is apply and fly once with any oneworld airline from Italy by the end of this year.
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 EUR500 return.
British Airways from Milan to London from EUR121 return.
Cathay Pacific from Rome to Hong Kong from EUR497 return.
Finnair from Milan or Rome to Shanghai from EUR559 return.
Iberia from Milan or Rome to Mexico City from EUR545 return.
Japan Airlines from Milan or Rome to Tokyo, Nagoya or Osaka from EUR679 return.
LAN from Rome to Santiago de Chile from EUR910 return.
Malév Hungarian Airlines from Rome to Kiev from EUR168 return.
Qantas from Milan or Rome to Sydney from EUR943 return.
Royal Jordanian from Milan or Rome to Beirut from EUR350 return.
Eight oneworld member airlines fly to and from a total of 15 airports throughout Italy - American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, Malév Hungarian Airlines and Royal Jordanian - with more than 1,100 flights a week, with smooth 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.
Commercial Director Filip Lemmens said: "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."