Star Alliance is promoting the addition of Brazilian airline Avianca to its carrier network with a multi-channel ‘The Way Brazil Connects The World’ campaign created by MEC and Atomic London.

The campaign creative uses famous landmarks from across the world to create a composite of the Brazilian national flag, a visual metaphor for the airline bringing people from across the world to and from Brazil.

The campaign will run in Brazil across TV, cinema, out-of-home, online, native video, social and mobile. At its heart is a 30-second ad called ‘A Maneira Que O Brasil Se Conecta Com O Mundo’ (‘The Way Brazil Connects the World’).

MEC has signed agreements with premium global video and mobile partners in Brazil, including Teads, Unruly, AdKnowledge and YouTube to carry the 30-second spot, with social channels used to extend the video’s reach.

The campaign, which runs from 22 July to 21 September, also involves targeted display activity in partnership with Publicitas and a partnership with mobile marketing firm MOBKOI.

International travellers will be targeted via Star Alliance member channels including in-flight magazines, digital and social media.

Mark Davies, Star Alliance’s director of loyalty and marketing, said: “We’re very excited to celebrate the joining of Avianca in Brazil with such an emotional, visually stunning and multi-channel Brazilian-flavoured Alliance Campaign that has been jointly created closely with our new member carrier and our highly professional cross-agency team.”

Peter Colvin, MEC group account director, added: “Using MEC’s expertise in contextual, behavioural, demographic and geo targeting, we will be using premium content and formats to reach the high-value audience.

“The launch will make a significant impact on the Brazilian travel market by driving this audience to the Avianca Brazil brand, as the newest addition to the Star Alliance group.”