United Airlines is introducing two separate projects to raise its brand awareness during the popular holiday traveling season.
“Rhapsody Remastered” is the first work produced for the airline by ad agency 360i, which was announced as United Airline’s social AOR earlier this fall. The social media campaign allows users to set their Instagram stories to remixed versions of Rhapsody in Blue, the iconic soundtrack used by the airline since 1980.
The effort makes United Airlines one of the first brands to incorporate Instagram Music Stickers in a social campaign.
Concurrently, the brand’s “World Orchestra" campaign is using variations of the Gershwin classic that will thread different musical versions alongside images to highlight United's global hubs.
The campaign, developed with mcgarrybowen New York, features two TV spots (:15 and :30 units), supported with a network broadcast buy. Additional campaign elements include radio, OOH, digital, social, and in-flight.