United // Out of EWR
To convince New Yorkers to fly United out of EWR—the most dreaded airport in the city—we created an outdoor campaign positioning EWR against its rival airport: 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.
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.
The campaign was a success, so we created 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.
I also got to write a radio spot voiced by Matt Damon.