SkyTeam Says “The Priority is You” to Celebrate Its 25th Anniversary

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 prioritised 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 travellers 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 travellers.

“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,” said Evgenia Starkova, SkyTeam vice president of marketing and sustainability.

“We went on a journey to uncover what SkyTeam represents as an alliance of airlines and for travellers themselves. We quickly understood SkyTeam is the invisible hand that makes travelling 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,” said 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.