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...