United Airlines a Chicago-based airline, has continued to seek how to expand their ever-growing travel destinations and brand along with it. The creative featured here was a part of multi-team effort to present United with a target specific but unique RFP presentation.

We focused on United’s newest flight trajectory, San Fran to Manila non-stop as our base. We did extensive research to learn about our target audiences on both the Manila side and the San Francisco side. We formed a series of personas that we would market this creative to. We had a range from Filipinos in Manila who travel often to San Fran. To young travelers in San Fran who were frequent flyers looking for a new adventure. To frequent flyers who like seek high-end luxury flights and accommodations.

With the target audiences in the Manila, we took the opportunity of incorporating words or common phrases in Tagalog (main language of the Philippines), to connect and “speak” to the audience more directly. While also highlighting common factors our strategist concluded as to why this audience would travel to San Francisco, such as technology and sports entertainment.

For other audiences it was more about the opportunity to explore and a sense of adventure. All while reminding the flight is non-stop thus leaving more time for things that would be of more interest to them.

Featured here are a few of the mircosites, Facebook ads and digital banner ads. This is only some of the creative presented but highlights some of the points mentioned above. Each target audience had their own strategy board on who to reach and engage with them. Also acknowledging the need to release various creative to them in multiple waves over a shorter time frame.

This RFP resulted in postive feedback from the client and won us a large portion of their work.