Sydney to Houston
United
Brand | Business Marketing | Digital
Edelman worked with United to create a unique way to launch its new flight option from Sydney to Houston.
THE CHALLENGE
New flights are launching nearly every day, all over the world.
Launching United’s inaugural flight from Sydney to Houston, Edelman sought a point of differentiation, creating an international campaign reaching out to Australians going by the name of “Houston” to join, in exchange for Americans going by the name of “Sydney”.
THE STRATEGY
The campaign drove awareness of the launch, the flight itself and the competition linking Australia and America like never before with a competition. Initially, the campaign was created to utilise earned media and social channels to raise the profile of the competition and encourage entrants.
THE EXECUTION
Initially, the campaign utilised earned media and social channels to raise the profile of the competition and encourage entrants. It was then stepped up to broadcast with an editorial-driven campaign on Sydney radio.
14,000
Combined entrants
34,890
Unique visitors to the website
400
Earned media articles in total
97%
Positive articles
THE OUTCOME
The campaign drove awareness of the launch, the flight itself and the competition linking Australia and America like never before. With the unique twist to the launch Edelman were able to broaden the coverage beyond the expected including The Daily Telegraph, KIIS FM radio, Talking Lifestyle Radio, Pedestrian.tv and international media based in the US.