Campaign details

Advertiser: United Airlines
Brand: United Airlines
Agency: mcgarrybowen
Country: United States


As United Airlines moved its New York hub from JFK to EWR, three distinct and lofty objectives were developed during the briefing process.

From a commercial perspective, our objective was to increase seat share at EWR.

From a marketing perspective, our objective was to increase exclusive preference from the New York travel consumer.

From a communications perspective, our objective was to increase brand preference and consideration from this lucractive travel audience.

In the end, these three objectives would become our guiding forces as we briefed, brainstormed, and executed this never-been-done-before campaign for United in the New York market.

Creative work

The idea behind United Taxi Tops was simple. Convince New Yorkers that EWR was closer to Manhattan than their beloved JFK with a technology-first concept that hit audiences at the perfect time.