THE CHALLENGE

In 2017 United Airlines was experiencing a decline in perception. Sentiment was down online and offline, and United’s story of being the friendliest way to get from point A to point B was no longer a story anyone believed in. We had to find a new story to tell. One our customers could relate to.

CLIENT: UNITED AIRLINES
ROLE: CONCEPT, ART DIRECTION, VISUAL DESIGN

TEAM: IVAN PINTO-BRAVO ACD ART & VIDEO EDITOR, KAYLEN HANN & JULIE CID ACD COPY

That’s how
#UnitedJourney
took flight

We created the #UnitedJourney hashtag and added it to our direct mail, encouraging members of United’s loyalty program, MileagePlus, to share their photos and videos for a chance to be featured in print and digital.

And, boy, did they engage…

Sharing over 11K posts + 60 million impressions in the first 12 months

Our most loyal passengers were slowly becoming our own homegrown travel influencers. Now we were ready to give them a bigger platform.

We launched a new campaign by engaging 5 content creators with expertise on 5 different areas of interest to our audience.

They each showed a unique United Journey and then challenged their audience to submit their own travel stories using a new hashtag #UnitedJourneyContest for a chance to win 1 million miles and go on the United Journey of a lifetime.