CLIENT
United Airlines Corporation
Tim Simonds, Managing Director, Marketing & Customer Experience
Maria Walter, Director, Merchandising
Samantha Petti, Manager, Marketing Communications Strategy
Aaron Stash, Marketing Communications Manager, Travel Options by United
Maggie Lang, Marketing Manager, Travel Options by United
AGENCY
James Zucco, Senior Art Director
Paul Bartow, Copywriter
Phil Calvit, Senior Writer
Dave Daily, Brand Integration Supervisor
Amy Dyvik, Associate Director of Media & Connection Planning
SUMMARY
Our challenge was to launch a new program of premium products for United Airlines, while making it abundantly clear that these products were designed to give travelers more control and options, not heap more fees on them. We named the program Travel Options by United, and positioned it as an a la carte menu of options that would, for the first time, allow travelers to customize their travel experience. The campaign generated existing product growth, new product growth and helped increase overall ancillary revenue for the airline.
