United Airlines: United Taxi Tops

United Airlines, the American airline, leveraged the convenient location of the New York City airport it flies out of in this GPS-based campaign.

Campaign details

Advertiser: United AirlinesBrand: United AirlinesAgency: mcgarrybowenCountry: United States

Objectives

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...

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