Singapore – Airlines group Star Alliance is highlighting the significance of seamless interline trips in its latest global brand campaign. ‘The Rhythm of Excellence’ campaign was created in collaboration with independent creative agency The Secret Little Agency (TSLA).
Reinforcing its purpose of making journeys seamless across its network of 25 member airlines, Star Alliance shows scenes behind multi-carrier travel. It spotlights the coordination and rhythm between people to make travel convenient.
Through a film, Star Alliance and TSLA capture operational challenges behind interline travel, turning them into an emotionally resonant journey. Accompanied by jazz music to represent the flow of seamless trips, the film uses visual and sonic elements to show operational excellence.
It was filmed in Tokyo Narita and Singapore Changi, the busiest connected hubs, to capture the authenticity of travel while incorporating rhythm, precision, and design.
The key visuals of the campaign are also reminiscent of musical bars. It visually captures the campaign’s concept of an orchestrated rhythm among Star Alliance’s member airlines.
“With The Rhythm of Excellence, we wanted to capture the flow of a well-planned, well-timed and well-connected journey. One made possible by harmonising the strengths of 25 airline partners across the globe. Like a jazz ensemble, each airline plays its own tune, intricate, dynamic, yet together, they move in effortless sync that creates a rhythm built on shared service standards, where every moment leads seamlessly into the next, creating a travel experience that flows,” Mavis Neo & Nicholas Ye, co-chief creative officers at TSLA, said.
“One that passengers can feel, even if they don’t see it. This film was crafted to communicate Star Alliance’s role in enabling this flow across time zones, continents and touchpoints across our planet,” Neo and Ye added.
Renato Ramos, vice president, corporate strategy at Star Alliance, commented, “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.”
