United // Out of EWR
To convince New Yorkers to fly out of Newark—the most dreaded airport in the city—we created an outdoor campaign positioning EWR against its rival: JFK.
The launch of the campaign included digital taxi tops, which used real-time traffic data to calculate the time to JFK and EWR from the exact location of the cab.
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We also created a series of headline-based ads that ran all around New York City.
These went up on the Brooklyn-Queens Expressway, right on the route to JFK.
We also created destination-specific ads touting United's vast network—all accessible from EWR.
Out of SFO
The campaign was so successful that we were asked to create a similar one for the Bay Area. This time we used tech-speak to convince San Francisco that United could hang with the other airlines.
