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.

UA_EWR_11.jpg
UA_EWR_12.jpg
UA_EWR_9.jpg

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. 

UA_EWR_16.jpg
UA_EWR_15.jpg
UA_EWR_14.jpg
UA_EWR_18.jpg
UA_EWR_17.jpg

San Francisco

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.