UA targets business travellers via online Fallon ad campaign

United Airlines is targeting business travellers with the launch of its first online campaign, created by Fallon.

The ad features a range of illustrations by the American artist Joe Sorren, which have been subtly animated to support the press and poster work that is part of the campaign.

It attempts to appeal to business travellers by positioning United as the airline that understands their needs.

One of the illustrations is of a group of strange characters, enjoying a party. It is designed to convey how United travellers can be more connected.

Underneath it, copy reads: "Connect to over 150 US cities. It's time to fly United."

The campaign was written by Simon Roseblade and art directed by Glenn Gibbins. Dave Bedwood and Sam Ball from Lean Mean Fighting Machine were also drafted in.

The ad will appear on sites frequented by business travellers, including The Times Online, the Financial Times and CNN, and will run from June until September.

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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).