United: “It's Time to Fly”

Brand Name: United
Product Type or Description: Airline
Category for this Entry: Transportation
Campaign Title: “It's Time to Fly”
Agency: Fallon Worldwide
Client: United Airlines

MARKETING CHALLENGE

It's a safe bet that there's little empathy for the big airlines among the bulk of the flying public. For most people airlines are endured not enjoyed.

Yet the big airlines have had it tough over the last few years. In fact it's hard to think of a single factor that's gone in their favor. The price of oil? Up. Numbers of passengers? Down. Consumer confidence and security in a post-9/11 world? Don't even ask. And all that before you factor in aggressive competition from low-cost carriers with less burdensome infrastructures forcing down prices and siphoning off even more passengers from the majors.