United Airlines' Campaign Features Six Olympic Athletes
Ellen Smith — January 25, 2018 — Marketing
References: view.ceros & psfk
United Airlines, the official flight company of Team USA, has launched a superhero-themed campaign to create a buzz about the approaching winter games.
The imagery of the campaign blurs the lines between fictional superheroes and Olympians by producing images of the athletes in comic-like settings. Some of these images depict the speed skater J.R. Celski as 'Ice Lightning,' or figure skater Nathan Chen as 'King Quad.' The airline's employees are also depicted as heroes in this campaign, as a check-in desk staff member is given the title of 'Departicus.'
According to Mark Krolick, the Vice President of marketing at United Airlines, “The tie between superheroes and Team USA athletes is clear—they are regular people who use their exceptional talents to accomplish the incredible.”
The imagery of the campaign blurs the lines between fictional superheroes and Olympians by producing images of the athletes in comic-like settings. Some of these images depict the speed skater J.R. Celski as 'Ice Lightning,' or figure skater Nathan Chen as 'King Quad.' The airline's employees are also depicted as heroes in this campaign, as a check-in desk staff member is given the title of 'Departicus.'
According to Mark Krolick, the Vice President of marketing at United Airlines, “The tie between superheroes and Team USA athletes is clear—they are regular people who use their exceptional talents to accomplish the incredible.”
Trend Themes
1. Superhero-themed Airline Campaigns - Opportunity for airlines to create innovative and engaging marketing campaigns by incorporating superhero themes.
2. Blurring the Lines Between Fiction and Reality - Opportunity to blur the lines between fictional characters and real-life personalities to create an engaging and relatable brand image.
3. Highlighting the Talents of Regular People - Opportunity to focus on the extraordinary talents of everyday individuals and showcase their accomplishments in a unique and captivating way.
Industry Implications
1. Airline Industry - Disruptive innovation opportunities for airlines in creating remarkable and memorable marketing campaigns.
2. Entertainment Industry - Opportunity for entertainment companies to collaborate with airlines in creating superhero-themed content and experiences.
3. Marketing & Advertising Industry - Opportunity for marketing and advertising agencies to design creative campaigns that blur the lines between fiction and reality.
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