SEASONAL PROMOTION

Client  United Airlines/Prague City Tourism

Challenge
Create awareness and an immersive experience for United’s new seasonal direct route from Newark (EWR) to Prague at Penn Station in New York.

Insight
Prague is considered as one of Europe’s crown jewel. Located in the heart of Europe, Prague has a rich architectural heritage with extensive cultural history not commonly known amongst frequent travelers.

Idea
Europe’s Timeless Treasure

How it works
Prague didn’t have many breathtaking, colorful destination scenes one would expect to attract the 1.6 million daily commuters and travelers in the dim undergrounds of Penn Station. But because of being labeled as the “Golden City”, Prague has countless of well-preserved architecture and monuments from every period in history with its grand unique landscape of church towers that gave the city’s description, “city of a hundred spires”. This helped to entice and create excitement as an immersive architectural and cultural adventure back in time.

United’s space was set as if you were taking a walk around Prague with every touchpoint providing access to more views of the city. From digital images featuring street-level views to using mixed reality to trigger videos of beautiful spots around Prague on one’s smartphone to using augmented reality as a way to bring one of Prague’s most prized landmarks to life to engage and excite a visitor in a daily giveaway for $50 gift cards.

To encourage visitors to come back, Brand Ambassadors would remind every day there is a chance to win a free trip for 2 to Prague as well as taking another try on the daily giveaway. And if the event inspired a trip to Prague, a functional customer service was built right into the space ready to book as well as taking care of any other travel matters! So no matter if you’re just passing through, waiting to hop on the next Amtrak train or going to and from work, United’s space was made to be too irresistible to come in and transform your day to another place across the globe.