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The outbreak of the pandemic has had a major impact on people’s behavior, including limiting travel and public gatherings. It also accelerated the growth of streaming services as people looked for ways to have fun at home instead of going to the movies, restaurants, gyms and stores.
As people return to travel, United strives to put its brands first. This year, the company launched its first national advertising campaign in ten years, “Good Leads the Way.” Integrated campaigns aim to reach consumers through each part of the purchase funnel, not just brand awareness at the top.
Brittany Krause, director of advertising and social media strategy for United Airlines, said in an interview with Beet.TV: “I think it generally doesn’t just start from the top down, as we’ve always seen.”
Getting consumers to the point of booking an airline ticket involves performance marketing strategies and various media platforms such as connected TV.
“We really work with that performance marketing team to make sure that thread is running,” says Clauss.
United shows that its efforts are having a positive impact with its ‘Good Leads the Way’ campaign.
“We are really seeing some amazing metrics such as increasing brand favorability and becoming a leader in the airline industry,” Krause said. “You will actually see us in many places for the rest of the year. We are trying to make sure that our message.”
You’re watching the Beet.TV leadership series, “Using CTV Performance Data to Drive Audience Strategy,” presented by MNTN. Check out this page for more videos.
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