United Airlines

Brand Campaign

The launch of United Airlines 787 Dreamliner flights on all routes in Australia was faced with a considerable challenge. United Airlines as a brand had extremely low brand awareness, consideration and advocacy levels in the Australian market. This was compounded with some negative press and Australians natural attraction to the comfort & safety of their homegrown Airline – Qantas.

Dreamers Welcome.

Dreamers Welcome

The Solution

An insight was identified to initiate a new conversation and behaviour. Australians are intrepid travellers & have a distinct love for travel to the US. United Airlines has one of the most extensive networks throughout the Americas connecting travellers to places other airlines can’t reach.

The approach was twofold, highlight the new 787 Dreamliner flights and champion the extensive network of over 280 destinations across the Americas. We conceived a visually rich solution that went beyond the stereotypical postcard approach to travel communications.

The campaign was executed across video content, OOH, digital display and social channels.

There has been an overwhelmingly positive response to these surreal dreamscapes garnering millions of likes, social shares and positive feedback. Additionally the images were selected by Luerzers Archive for their 200 Best Digital Artists Worldwide 2021 edition.


United Airlines

Brand Campaign
Created for:
Dentsu mcgarrybowen – New York
Thanks to:
Production & Post co.: Resolution Design www.resolutiondesign.com.au
Aerial Photography: Jeffrey Milstein – Golf Course + Central Park images www.jeffreymilstein.com