To mark its 25th anniversary, the global airline alliance SkyTeam has unveiled a new brand strategy under the motto "The Priority is You." This campaign, developed in collaboration with the creative agency DEPT, is intended to provide a modern interpretation of the alliance's core values and place customer focus at the center.
Since its founding on June 22, 2000, by the four airlines Air France, Delta Air Lines, Aeroméxico, and Korean Air, SkyTeam has continuously expanded and now counts 19 members. The alliance has always been committed to providing travelers with a smooth and seamless service. With its new slogan, "The Priority is You," SkyTeam reaffirms this commitment and emphasizes the importance of the customer in all aspects of its services.
Modernization of the brand identity
The current campaign represents an evolution of the previous brand promise, "Caring More About You." By emphasizing innovation and inclusion, SkyTeam aims to enhance the travel experience for customers worldwide. Evgenia Starkova, Vice President of Marketing at SkyTeam, commented: "We are excited to unveil SkyTeam's new brand manifesto, reflecting our growth and vision as we celebrate the significant anniversary of our 25th anniversary. In collaboration with global agency DEPT®, we have developed a contemporary campaign that conveys what SkyTeam stands for. Reflecting on our past successes, it highlights the alliance's future direction."
SkyTeam members responded positively to the new brand strategy. Air France emphasized its continued focus on customer needs and welcomed the renewed brand promise. Vietnam Airlines, a member of the alliance since 2010, emphasized that the campaign underscores SkyTeam's commitment to seamless travel experiences. The airline stated that, as a proud member of SkyTeam, it strives to make its customers' journeys as smooth and enjoyable as possible.
Strategic direction for the future
In an interview, SkyTeam CEO Patrick Roux emphasized the importance of integration and connectivity within the alliance. The goal is to be the most connected alliance in order to offer customers an optimal travel experience. This strategic direction is reflected in the new brand strategy, which aims to provide innovative and integrated solutions for travelers.
In addition to the new brand strategy, SkyTeam remains committed to diversity and inclusion. In March 2025, the RISE Women's Leadership Development Program launched in Nairobi, Kenya. This program aims to promote women in leadership positions within the aviation industry and support their professional development. The third RISE cohort includes participants from various aviation functions, including operations, finance, sales, and human resources.
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