Cannes Lions

TED AIRLINES

ARC WORLDWIDE, Chicago / UNITED AIRLINES / 2006

Film

Overview

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Credits

Overview

Description

Ted Airlines already flew from O’Hare on Chicago’s northside. Now, it was introducing service from Midway on the city’s southside. Our goal: announce to Chicago Ted’s expanded presence.Insight: Chicago loves baseball. The rivalry between Chicago’s teams, Cubs and Sox, and their fans runs deep. The Cubs play on the northside, the Sox on the south, and their fans are divided accordingly.Ted united these rivals on the first-ever flight across town—from O’Hare to Midway—to see the Sox battle the Cubs in the annual Crosstown Classic game. Onboard were 50 fans, 4 Chicago baseball legends and media crews.

Execution

The integrated campaign positioned Ted as both northsider and southsider. Transit wraps, billboards, the Midway train station, stadium signage and mobile street teams delivered information on Ted’s expanded service.How did the lucky 50 get onboard the flight? Sunday newspapers wrapped in Ted messaging delivered baseball cards featuring fun stats of Ted destinations. Included in a few select packs: an instant win card. Tickets were also scored through a local radio on-air promotion.

PR initiatives leveraged the spotlight placed by the local media on the Cubs/Sox series to gain coverage of this historic event and crosstown flight.

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