United Airlines Pitches New Tranquil Sleep on Long Hauls

#23 Best Creative

UNITED SUITE DREAMS

AGENCY: Arc Worldwide; BD’M; Starcom

CLIENT: United

United airlines wanted to get the word out that a new premium travel offering meant that business travelers really, really, could lie down flat and sleep on its international flights.

“This was a point we wanted to hammer hard on,” says Richard Pieczynski, vice president, account director, Arc Worldwide.

To accomplish the task, three agencies came together to create an event at the National Business Travel Association trade show. The goal was to convey the message of blissful slumber that the new beds would bring to the usually frenzied overseas travel experience. Show attendees made a notable audience, since 70% of all international premium airline bookings come through NBTA members.

BD’M Minneapolis developed the creative elements that would play across all components of the campaign. Its sister agency Starcom handled media buying and planning. Arc Worldwide developed the exhibit booth and supporting Web site and staged guerrilla activities.

At the exhibit booth, the creative images were displayed in an “art gallery.” Like the one of a red-haired woman sleeping on a soft, wispy feather, the image conjured up peaceful dreams and tranquility.

“The woman on the feather is a perfect illustration of how you bring this idea forth of lying flat, but it’s also about comfort, rest and relaxation that the road warrior would experience by flying on United on business class,” Pieczynski says.

Videos complemented the creative and detailed the new perks, which included cuisine designed by a world-famous chef and served along with fine wines, and options for personalized onboard entertainment. Refreshments were offered as visitors listened to a pianist playing United’s signature tune, Gershwin’s “Rhapsody in Blue.”

Airport banners, branded hotel key cards and gift bags greeted the NBTA show attendees as they arrived in town for the conference.

The messaging was all the more critical, since United at the time was emerging from bankruptcy.

“United had to focus much of its energy on improving the customer experience, particularly with the loyal customers doing the long haul international flights,” Pieczynski says. “They recognized that they had to create an exceptional experience.”

On the day of the show, a one-day media blitz used billboards, print ads and takeovers of home pages and relevant Web channel pages to deliver expandable rich media ads about the new, luxurious experience. The ads and brochures handed out at the NBTA show drove visitors to www.suitedreams.united.com, a microsite that told the story of the new services in rich media animation.

“It was critical that all this link up and the message was consistent,” Pieczynski says.

The campaign drove more than 517,000 visitors to the site in one day, exceeding the target by 185%. National TV and print media ran features, including the four broadcast networks in United’s hub. First-tier papers in key markets ran the story — often quoting the CEO on the new flatbed seating.

IDEA TO STEAL: BEAUTIFUL CREATIVE

Beautiful, rich, detailed creative can, at times, express a marketing message better than words.