Mexicana must understand that traditional rules of airline branding do not work any longer

I saw this advertisement on four different websites today. So, Mexicana and OneWorld are doing a great job with banner advertising. But I’m not really sure whether it gets any points across the viewer. Why do I say that? Because an airline brand is no longer what you [the airline] say it is, it’s what they [the customers] say it is.

First impressions matter
When I first saw this advertisement, these questions would come to the travelers’ minds:

Why is Oneworld the “most important” alliance in the world?
And whose claim is that? The alliance itself? Or an independent third party?
Who is Mexicana? A new airline from Mexico? Or an old one?
Are they any good?
Do they fly anywhere other than Mexico?
Oh..and which of those logos is Mexicana? The first or the last… they both look similar!

None of those questions were answered. And from a marketing standpoint, what’s the “call to action”? Being the curious type, I clicked on the advertisement anyway, and I came to a “Promotions” landing page, which didn’t quite make sense.
Repetition doesn’t work anymore
The page I was led to repeated …