During the 90s, airlines realized their core business was travel and transportation but they didn’t want to lose control of preferences in booking seats. American Airlines was first by utilizing their in-house system call SABRE and were quickly followed suit by TWA and Delta with WORLDSPAN while United had their own spinoff called APOLLO. Continental Airlines joined several other airlines to form Amadeus Global Distribution System.

When Eastern Airlines folded, Continental Airlines purchased many of its entities and one was the travel reservation organization called SYSTEM ONE. In the 90s, Continental partnered with Iberia, Air France, and Lufthansa to form what is now called Amadeus GDS. However, that transition took over three years and Prism Marketing was responsible for controlling the brand, positioning, and communications during that transition.