CLIENT
United Airlines Corporation
Julie Koewler, Manager- Advertising and Promotions
Tim Simonds, Dir. of Mktg. and Planning- Ted
Jerry Dow, Managing Dir.- Worldwide Marketing Communications
John Tague, Executive VP- Mktg. and Sales
Martin White, Sr. VP- Mktg.
Sean Donohue, VP- Ted
AGENCY
Alex Leikikh, Group Account Dir.
Kara Peterson, Account Dir.
Stuart D'Rozario, Creative Group Head/ copywriter
Bob Barrie, Art Dir.
John King, Connection Planner
James Fox, Planning Dir.
SUMMARY
In the fall of 2004, United set out to launch a new low-cost carrier--a move that was critical to both staving off the competitive upstarts and helping the company emerge from Chapter 11. In just six short weeks, Fallon devised a teaser/reveal plan, featuring over 40 guerilla tactics (like mysteriously spelling out the new airline's name in a farmer's field) and numerous paid media placements (including bus sides, billboards, and even personal ads). The response was enormous, garnering over 175 million PR impressions both locally and nationally, despite the campaign only running in Denver.
