Fallon creates United spots

United Airlines is looking to attract more customers by focusing on the leisure market as well as its more traditional market of business travellers, with the launch of a £6.5 million pan-European multimedia campaign by Fallon.

The television, press, outdoor, radio and online push recognises the public view that travelling to the US can be expensive. However, it aims to position United as a value-for-money airline, providing all travellers with competitive air fares.

The television spots emphasise that going on holiday can be expensive because of unforeseen costs. However, they counter that United offers good value for money in the elements that fall within the airline's control.

In one ad, a couple checks out at the end of their holiday, only to find that the assistant at the desk proceeds to run through a long list of extras for which they have yet to pay.

In another, the couple is taken to their resort to discover they are expected to tip everyone who helps them settle in.

Media planning and buying is by Mediaedge:cia. The spots will run during primetime slots on ITV, Channel 4 and Sky from 2 June, and alongside American programmes on CNN and Eurosport.

Print activity will run in national newspapers and on the London Underground.

The campaign was written by Simon Roseblade and art directed by Glenn Gibbons. It was directed by Eric Lynne through Partizan.

with the viewing schedule including the ITV News, Tonight with Trevor McDonald and Friends, alongside American programmes on CNN and Eurosport.

Adam Tucker, an account director at Fallon, said: "This campaign continues to imbue a distinctive personality to United, which was established last year. It's a big creative idea that has allowed us to further segment our targeting to include leisure travellers visiting the States."

The new campaign, which was shot in Cape Town, was directed by Eric Lynne through Partizan. . It is the first offering from the agency for United since last year's "golf" spot, which won gold in the transport and travel category at the 2003 British Television and Advertising Awards.

The spots will run during primetime slots on ITV, Channel 4 and Sky from 2 June, with the viewing schedule including the ITV News, Tonight with Trevor McDonald and Friends, alongside American programmes on CNN and Eurosport.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).