United Airlines launched its 2012 Team USA television advertising campaign during the NBC broadcast of the London 2012 Olympic Games Opening Ceremony. The campaign highlights the airline’s role as the official airline of Team USA.
The campaign includes two commercials directed by Joe Pytka and narrated by Matt Damon on a new arrangement of United’s signature theme, “Rhapsody in Blue,” by the London Symphony Orchestra: “Tunnel,” a 60-second spot that shows United’s role in flying Team USA to the London 2012 Olympic Games; and “Getting Ready,” a 30-second commercial that shows United employees’ pride and coordination in flying Team USA.
The campaign also includes print and outdoor advertising, a “17 Days/17 Flights to London” promotion that United conducted in the spring, social media and airport signage in United’s eight continental U.S. hubs. United customers and fans are also invited to take the Proud to Fly challenge on united.com – a multiple-choice trivia game, that celebrates United’s role for the past 32 years as the official airline for Team U.S.A. athletes traveling to and from training, competitions, trials and the Olympic and Paralympic Games.
Among the agencies on the ad & marketing side United works with is Dentsu Communications.