United Airlines
- New Route Launch
New route announcements are a big deal in aviation. So we fueled the hype by inviting people to guess the routes to win a free flight.

Introducing A Tale of Two Suitcases: a short film that transforms the United terminal into a canvas for clues.


OK, HOW’D IT ALL GO DOWN?



First, we hinted that clues were about to drop. 





The next day, we released the clue-filled teaser film on Instagram, Twitter, FB and YouTube.








The guesses entered the chat! (10/10 suggest reading.) 






#AVGeeks and industry news reporters developed their juicy theories. (Also suggest clicking to read.)






Travel influencers chimed in. 





Yep, we even hid a clue in the United app. 






And the next day, we posted the big reveal on all platforms!






AND PEOPLE WERE HYPE!!! 









Not only did people appreciate the creative, but the excitement was real, which was the biggest win. For some of these people, these routes mean finally visiting loved ones again, and for some of these people, it just got them ready to get out and travel again. 



Stay tuned for next year’s reveal! 



Art Director: Tessa Memmott
CD’s: Maddie McDowell & Tim Howman 
GCD: Lauren Smith




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*Emily Rhodes is not an icon.
**Emily Rhodes is a copywriter.