As partners of Team USA, United Airlines have revealed today the airline's 2014 Team USA television advertising campaign for Sochi 2014 Winter Olympics..
Members of Team USA featured in United's ads are tweeting and posting links to the airline's all-new 60-second commercial, "Athletes Aboard," via their personal social media channels, including Twitter, Facebook and Instagram. Narrated by Academy Award-winning screenwriter and actor Matt Damon, the first of three commercials will air during NBC's broadcast of the Sochi 2014 Opening Ceremony.
Athletes will also post links to exclusive behind-the-scenes videos of the commercial shoot – which the airline filmed in a United hangar in Los Angeles on board a Boeing 777 aircraft – and provide friends and followers with updates via the hashtag #AthletesAboard. Additionally, United will include the hashtags #AthletesAboard and #TeamUSAfriendly in posts on its social media channels, enabling fans to get all of the latest updates from the airline and athletes.
"As the official airline of Team USA for the past 34 years, we are again flying U.S. athletes to training events, competitions, U.S. Olympic Team Trials and the Olympic Winter Games," said Tom O'Toole, United's senior vice president of marketing and loyalty and president of MileagePlus. "Customers, fans and followers can engage with members of Team USA through social media channels and cheer them on as they go for the gold."
The 2014 TeamUSA advertising campaign also includes two 30-second television spots, print, digital, and outdoor advertising; and airport signage in United's eight continental U.S. hubs.
United developed the campaign with its global creative agency McGarryBowen. Horizon Media, Inc. managed the media investment and Momentum Worldwide supported the overall campaign.