SkyTeam Launches “The Priority is You” Campaign
Global airline alliance SkyTeam has unveiled its new brand campaign and slogan, “The Priority is You,” marking a significant evolution ahead of its 25th anniversary later this year. On March 20, 2025, the alliance launched the campaign in collaboration with creative agency DEPT®, offering a modern take on its core values and commitment to seamless travel. This refreshed manifesto builds on the alliance’s longstanding dedication to prioritizing customer experience and reaffirms its promise to make travel smoother and more enjoyable.
For a quarter-century, SkyTeam has been at the forefront of transforming air travel by integrating the strengths of its member airlines to deliver a consistent and customer-centric experience. The new slogan, “The Priority is You,” encapsulates this commitment by placing the traveler at the center of every journey. SkyTeam’s statement explains that for 25 years, its network has focused on making travel more seamless, so customers can truly enjoy every moment of their journey. The campaign not only nods to the alliance’s past achievements but also highlights the forward-thinking vision that will guide its future initiatives.
The decision to update the brand manifesto comes as a natural progression from the alliance’s previous commitment, “Caring More About You.” By introducing “The Priority is You,” SkyTeam aims to reinvigorate its promise at a pivotal moment in its history. The upcoming anniversary celebrations on June 22, 2025, serve as an ideal backdrop for this renewed focus, emphasizing both legacy and innovation. Evgenia Starkova, SkyTeam’s Vice President of Marketing and Sustainability, expressed excitement about the new campaign, noting that it reflects the alliance’s growth, vision, and dedication to keeping the customer at the heart of its operations. She stressed that the focus on innovation and seamless travel experiences will continue to define SkyTeam’s approach, ensuring that every passenger benefits from a network designed with their needs in mind.
Member airlines are already expressing strong support for the new campaign. Air France, one of the alliance’s prominent partners, highlighted its own dedication to putting customers first and reaffirmed its commitment through the updated manifesto. Similarly, Vietnam Airlines, another key member of SkyTeam, noted that the campaign underscores the alliance’s pledge to deliver seamless travel experiences, whether it’s through priority services at airports or innovative tools like the Loyalty Benefits Calculator. This unified messaging from member carriers reinforces the alliance’s collaborative spirit and shared vision for the future of global air travel.
As the 25th anniversary approaches, SkyTeam is set to celebrate not only its past milestones but also its role in shaping the future of international travel. The “The Priority is You” campaign serves as a reminder that despite the evolving landscape of air travel, the focus remains unwaveringly on enhancing the customer experience. With technology and innovation driving improvements across the industry, SkyTeam’s renewed manifesto ensures that every step of a traveler’s journey is supported by a robust, interconnected network of carriers.
In a world where convenience, connectivity, and personalized service are increasingly valued, SkyTeam’s latest campaign positions the alliance as a leader in customer-centric travel solutions. By continuing to invest in initiatives that improve the travel experience, SkyTeam reaffirms its commitment to making every journey as memorable and comfortable as possible, ensuring that in the ever-changing world of aviation, the customer will always come first.
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