Problem How can United enhance market share among consumers in the competitive New York market? Solution By highlighting the benefits of Newark airport versus other New York City. Background The airline market is a highly competitive category and United needed help to drive their business, particularly share of the hugely important New York market. This market has always been a struggle for United as New Yorkers tend to think of JFK/La Guardia as the default choice and discount Newark, United’s city hub, as a viable option. The agency was tasked with re-framing their target audience and to drive Newark as a consideration for those flying from New York. A new target audience was devel - oped that embodied the direction that United wanted to move towards in 2019. The “Flying Wit

Join for free to read