Star Alliance, the world's first ever multilateral aviation alliance, has celebrated 10 years of existence.

What started off as an alliance of five like minded airlines, has grown to currently 17 member carriers flying more than 406 million passengers a year to some 855 destinations in 155 countries.

"We have defied many sceptics who saw us as a marketing gag which was only going to last two years", said Jaan Albrecht, CEO Star Alliance. "Today, nearly 30% of global air travelers use the services of our member carriers or looking at if from an overall industry perspective, two thirds of world-wide air travelers is one of the three airline alliances."

The alliance is launching a new brand positioning which reflects the changing needs of the global traveller. The new brand positioning will be supported by an advertising campaign highlighting the role of body language in business and the importance of picking up these signs in face-to-face meetings.

At the same time, under the banner of "Biosphere Connections", Star Alliance is entering into cooperation with recognized environmental organizations: UNESCO-MAB, the World Conservation Union (IUCN) and Ramsar Convention on Wetlands.

Albrecht commented, "Biosphere Connections demonstrates Star Alliance's commitment to supporting protection of the environment and sustainability of the biosphere in a constructive and positive way. We are very pleased to form this partnership with such internationally respected and recognized organizations."