United’s ad campaign shows why OOH is growing while traditional media falters

The news: United Airlines launched a national out-of-home (OOH) advertising campaign last week, targeting digital billboards in major population centers including New York City, Los Angeles, and Chicago, as well as the airline’s airport hubs, per Ad Age. The ads primarily feature images of destinations with short ad copy like “Heck yeah, we fly there.”

• United’s global creative director told Ad Age that the company is trying to steer away from travel cliches like “wanderlust,” focusing instead on highlighting destinations.
• The campaign follows 2023’s “Good Leads the Way” campaign, which helped the brand claim a large share of 2023 travel spending during a busy year, per Ad Age.