United Airlines Digital StrategyGary Hoen

Target Audience

“Savvy Flyer”Age 24-40, HHI 65K+, heavy digital media

consumptionLooking for flight deals, updated amenities, rewards

programs

Source: EssentialTravel.co.uk

Big IdeaCombine 3 aforementioned benefits to achieve the

following positioning:

"United is a brand that provides an ideal combination of deals, rewards, and the only experience that meets the high expectations of the Savvy Flyer. United is committing to making their experience so flyer friendly, it would be a mistake to choose any other airline"

Social Media Tactics

70% content, 30% United info Content: Articles, Listicles,

YouTube Content

Real time interactions with users Photo content Responses cannot be cookie cutter

Social influencers Destination profiles Content pushed out through other

channels

United.com

Full transition to new site layout“Flyer Friendly” site navigationOptimized to become more relevant on search engines

Online Advertising

Time Inc. partnership:

Effective SEM with Google AdWords

Hyper targeting on Facebook

Inboard/Content MarketingExamples of content offerings:

Flyer’s Lounge: Social influencer interviews celebrities, who talk about travel stories and their favorite destinations. Shows off United airlines while giving the audience an inside look at the lives of celebrities.

New York Times Content Hub: News hub that specializes in lifestyle and travel related content. Available online and for free on United flights.

Mobile Tactics

Source: DroidLife.com

Key Performance Indicators7% Revenue increase from last yearSocial Media: Number of shares and

CTR from social pages$10 CPA on Google AdWords

Budget

$8,000,000

$8,500,000

$2,500,000

$4,000,000$6,000,000

$500,000

$20,000,000

$500,000

ExpedituresTime Inc. Partnership- 8M

Google AdWords- 8.5M

Bing- 2.5M

Facebook Ads- 4M

Social Media Pages/Content- 6M

United.com Update- 500K

Content Marketing- 20M

Mobile App Upgrades- 500K