SkyTeam launches new brand positioning and slogan ahead of 25th anniversary

Global airline alliance SkyTeam has launched a new brand campaign and slogan ahead of its 25th anniversary later this year. 

On March 20, 2025, SkyTeam unveiled “The Priority is You” campaign in collaboration with creative agency DEPT which the airline alliance says, “offers a modern take on its core values”. 

“The priority is you. For 25 years, SkyTeam has been making travel smoother and more seamless, so you can be in the moment every step of your journey. With an eye to the future, our member airlines are as committed as ever to caring more about you,” said SkyTeam. 

SkyTeam has previously used “Caring More About You” as its brand manifesto but wanted to “reaffirm this commitment” before the 25th anniversary celebrations on June 22, 2025. 

“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,” said Evgenia Starkova, SkyTeam Vice President of Marketing and Sustainability. 

The priority is you. For 25 years, SkyTeam has been making travel smoother and more seamless, so you can be in the moment every step of your journey. With an eye to the future, our member airlines are as committed as ever to caring more about you.#SkyTeam25 #Aviation #Travel pic.twitter.com/WFxjSExMzT— SkyTeam (@skyteam) March 20, 2025 Starkova added: “We continue to focus on innovation in seamlessness, with the customer always at the heart of everything we do.” 

In response to the new campaign SkyTeam member Air France said: “SkyTeam has always been dedicated to prioritizing our customers, embodying the promise of ‘Caring More About You.’ Today, we’re excited to share its brand-new manifesto, ‘The Priority is You,’ which reaffirms this unwavering commitment to putting our customers first.” 

While Vietnam Airlines wrote: “As SkyTeam marks its 25th anniversary this June, the global airline alliance introduces its refreshed brand campaign, “The Priority is You”. This campaign reaffirms SkyTeam’s commitment to delivering seamless travel experiences – from priority services at airports to innovative tools like the Loyalty Benefits Calculator. With Vietnam Airlines as a proud SkyTeam member, we’re dedicated to making your journey as smooth and enjoyable as your destination.” 

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