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The offer applies to UK consumers, with Star Alliance targeting British Airways in particular, but it is likely to be rolled out internationally if successful. It may also expand its focus to other members of the oneworld alliance.

A spokeswoman for BA slammed the promotion as "effectively queue-jumping".

She added: "We would not consider such a promotion as it could upset many of our loyal customers who have earned their Gold and Silver status through flying regularly with us."

A major advertising campaign kicks off this week targeting BA's Gold and Silver frequent fliers. The campaign was created by integrated agency Harrison Troughton Wunderman and uses the strapline 'Get in minutes what it has taken you months to earn with someone else'.

Press ads are appearing in the nationals and business-travel magazines.

Posters are being used at airports including London Heathrow, on London Underground, at Network South East stations and on the Heathrow Express. Leaflets are being distributed at London stations, and a digital and direct mail campaign is supporting the activity.

The consortium is offering consumers who transfer a series of benefits, including priority check-in and a 5000-mile bonus when they fly.

The oneworld consortium, which flies to 571 airports, comprises eight airlines, including American Airlines and Cathay Pacific.

Star Alliance flies to 680 destinations and has 15 member airlines, including United Airlines, Lufthansa and Air New Zealand.

Star Alliance has developed a dedicated web site (www. ukstatus.co.uk) for consumers who wish to transfer their membership. It will be live until May 15.

Star Alliance is also using its own customers to help build membership.

Any Gold or Silver member who introduces a new recruit will be awarded a 2000-point bonus for the loyalty scheme.

Last year, BA revamped its Executive Club in an attempt to improve the service and boost loyalty (Marketing, February 3 2003). It changed the way that customers could collect points by unifying its membership criteria across all its regions.