AMSTERDAM, 20 MARCH 2025 – SkyTeam has launched its new brand campaign, ‘The Priority is You.’ The campaign is the first created in collaboration with its creative agency, DEPT®, and debuts a refreshed brand positioning ahead of the global airline alliance’s 25th anniversary.
As SkyTeam celebrates 25 years on 22 June, 2025, the campaign offers a modern take on its core values. SkyTeam has always prioritized the customer with the promise of ‘Caring More About You.’ Now, its brand manifesto, titled ‘The Priority is You,’ reaffirms this commitment.
Looking forward, the campaign positions SkyTeam as the alliance of the future, focusing on continued innovation of even smarter, more integrated and more responsible travel solutions. It highlights how SkyTeam’s suite of products and services aims to provide travelers with the most integrated and seamless customer experience of any global alliance. From its legacy SkyPriority airport priority services to its recently launched Loyalty Benefits Calculator tool, every initiative is designed to make the journey as enjoyable as the destination for travelers.
“We are excited to unveil SkyTeam’s new brand manifesto, which reflects our growth and vision while marking the significant milestone of our 25th anniversary year. Partnering with global agency DEPT®, we have designed an up-to-date campaign that shares what SkyTeam means. With a nod to our past achievements, it highlights the future direction of the alliance. We continue to focus on innovation in seamlessness, with the customer always at the heart of everything we do.”
Evgenia Starkova
SkyTeam VP of Marketing & Sustainability
“We went on a journey to uncover what SkyTeam represents as an alliance of airlines and for travelers themselves. We quickly understood SkyTeam is the invisible hand that makes traveling as smooth as possible, so people can be in the moment when they’re exploring the world. We brought that emotion into our work while future-proofing SkyTeam’s brand for years to come.”
João Inácio
DEPT® Creative Director
SkyTeam’s new campaign was created in collaboration with its alliance members and features each airline. In addition to creative direction by DEPT®, Eyeforce is credited as the production agency behind the manifesto. The campaign will run globally across brand touchpoints including in-flight entertainment systems, airport lounges media, digital platforms and social media channels.
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About SkyTeam
SkyTeam is the global airline alliance dedicated to transforming the future of travel by powering the smartest and most integrated customer journey. With a focus on innovation and responsibility, SkyTeam and its members work together to connect customers across an extensive global network of 1,000+ destinations. SkyTeam offers 750+ airport lounges, award-winning SkyPriority airport services and makes travel more rewarding through its members’ loyalty programs. SkyTeam members are Aeroflot (suspended), Aerolíneas Argentinas, Aeromexico, Air Europa, Air France, China Airlines, China Eastern, Delta Air Lines, Garuda Indonesia, Kenya Airways, KLM Royal Dutch Airlines, Korean Air, Middle East Airlines, SAS, Saudia, TAROM, Vietnam Airlines, Virgin Atlantic and Xiamen Airlines.
Contact: media@skyteam.com
About DEPT®
DEPT® is a 50/50 tech and marketing services company, uniquely equipped to unlock tomorrow’s possibilities for today’s most ambitious companies. With a team of 4,000+ AI-native specialists across 30+ locations on 5 continents, DEPT® leads the way in helping companies across Brand & Media, Customer Experience, Commerce Growth, and Technology & Data. For more information, visit www.deptagency.com.