BACKGROUND

United Airlines wanted to run two separate Cooperative Advertising Campaigns (Co-Op) to reach U.S. travelers who are experienced and seeking unique and spontaneous vacation plans to travel to Dubrovnik, Croatia, and Taipei, Taiwan through paid social executions.

OPPORTUNITIES

Encourage Young-Splurge-splorers from San Francisco to book a flight to Taipei, Taiwan.

Inspire Luxury Travel Clout Chasers to book a flight from Newark, New Jersey to Dubrovnik, Croatia.

INSIGHTS

Taipei is a unique and exciting destination that’s about to get its break with its hidden and unexpected gems.

Dubrovnik offers a one-of-a-kind, aspirational Old World summer with the rich culture and history it has to offer.

STRATEGIES

Visit Taipei, Taiwan, before it goes mainstream!— Create urgency around booking trips to Taipei on United's nonstops by hyping up this exciting, up-and-coming travel destination to the Splurge-splorers who will love to be clued in on this next hot destination.

Your Old World summer starts in Dubrovnik!—As the only US airline to offer a nonstop route to Dubrovnik from the US, United is giving you the experience of being transported back in time by the rich culture and history that Dubrovnik has to offer.

MY ROLE: Junior Strategist

I researched the selling points of the two destinations and who their audience is. I briefed creatives on the assignment and supported and guided them throughout the creative development process.