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FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on the voices and experiences of young Black HBCU golfers, explicitly positioning them as relatable and aspirational figures for the audience. Rather than following a single story arc or dramatizing problem-solution, it deploys a series of vignettes where empowered student-athletes assert their presence and right to belong in golf, with United Airlines facilitating their journey. The narrative builds identification, pride, and inclusion—a classic example of user imagery designed to connect the brand with an aspirational community, not through testimonial or demonstration, but by highlighting real people who represent the campaign’s vision. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques
1. Delta Air Lines – Market Positioning Delta positions itself as a premium global airline emphasizing reliability, customer service excellence, and extensive route networks. It leverages technology for seamless travel experiences and sustainability initiatives, appealing to both business and leisure travelers seeking comfort and consistency. 2. American Airlines – Market Positioning American Airlines highlights its vast domestic and international connectivity, focusing on loyalty rewards through the AAdvantage program. The brand balances affordability with a strong emphasis on frequent flyer benefits, targeting a broad consumer base including corporate clients and value-conscious travelers. 3. Southwest Airlines – Market Positioning Southwest differentiates through its low-cost, no-frills model with an emphasis on customer-friendly policies like free checked bags and flexible changes. It appeals to budget-conscious leisure and business travelers who prioritize simplicity, affordability, and a friendly brand personality. 4. Alaska Airlines – Market Positioning Alaska Airlines focuses on customer-centric service with a strong presence on the West Coast. It markets itself as a reliable, community-oriented carrier that blends competitive pricing with an extensive network in key markets and a loyalty program that rewards frequent flyers. 5. JetBlue Airways – Market Positioning JetBlue stands out by combining low-cost fares with premium onboard experience, including more legroom and free entertainment. It targets value-seeking travelers who want affordable fares without sacrificing comfort, emphasizing innovation, customer service, and a fresh brand image in U.S. air travel.
Golf is OursIn the latest phase of its Good Leads The Way campaign, United Airlines, in collaboration with 72andSunny, tells the story of the brand’s partnership with the PGA Tour, which goes beyond sponsorship and removes one of the biggest barriers for golf programs at Historically Black College and University (HBCU): funding for air travel. Told from the perspective of young players, the films amplify the powerful voices of these student athletes, using compelling imagery to build an appreciation of the shared respect and love for sports and athletes. More importantly, this work serves as a call to action for Black golfers to be seen, heard and included in the story of golf moving forward. The campaign acknowledges that “For as long as there’s been golf, there have been barriers” and goes on to show HBCU golfers who are breaking down those barriers, with help from United. A series of young golfers declare: “Golf is Black. Golf is mine. Golf is ours. Golf is for all of us.” We first see a young woman saying proudly: “It’s in the way I swing, the way I move.” She is followed by a young man who declares:“When I step on the course, it’s not with caution, but with pride. And with power.” United will award HBCU golf teams more than $500,000 in grants, divided equally among 51 programs. Each team will receive $10,000 in travel credits, which will help an estimated 250 student-athletes and their coaches fly to tournament sites that might have been previously out of reach.This professional campaign titled 'Golf is Ours' was published in United States in July, 2022. It was created for the brand: United Airlines, by ad agency: 72andSunny. This Film and Integrated media campaign is related to the Sports and Travel and Tourism industries and contains 1 media asset. It was submitted almost 3 years ago.United AirlinesUnited StatesFilm, IntegratedTravel and Tourism, Sports1. Year: 2022 2. Title: United — Golf is Ours 3. Description: United is proud to fly the next generation of golfers. We’re partnering with the PGA TOUR® to help break barriers for golf teams at Historically Black Colleges and Universities by providing travel grants to 51 schools. Because golf is all of us. — United's shared purpose is "Connecting People. Uniting the World." Every day, we help unite the world by connecting people to the moments that matter most. This shared purpose drives us to be the best airline for our employees, customers and everyone we serve. Follow us on Instagram: https://uafly.co/Instagram Follow us on Twitter: https://uafly.co/Twitter Watch us on TikTok: https://uafly.co/TikTok Like us on Facebook: https://uafly.co/Facebook Subscribe to our YouTube channel: https://uafly.co/Subscribe See more YouTube videos: http://uafly.co/YouTube 4. Language: en 5. Views: 7112 6. Likes: 113 7. Comments:NarrativeUnited Airlines’ "Golf is Ours" campaign strategically positions the brand as a facilitator of inclusion and opportunity within the sport of golf, aligning with its broader purpose of connecting people and uniting the world. By partnering with the PGA Tour to provide substantial travel grants to Historically Black Colleges and Universities (HBCUs), the campaign addresses a tangible barrier—funding for air travel—that has historically limited access for Black golfers. This positions United not merely as a travel provider but as an enabler of progress and equity in sports. The market insight underpinning the campaign recognizes golf as an arena with longstanding exclusionary practices and a lack of representation for Black athletes. By focusing on young, aspiring golfers from HBCUs and amplifying their voices, the creative approach humanizes the challenge and highlights pride, power, and identity in golf, reframing the sport as belonging to all communities. This narrative serves to resonate with a younger, socially conscious audience invested in diversity and inclusion, as well as existing sports enthusiasts. The campaign’s integration of film and media content, centered on authentic athlete perspectives, leverages storytelling to evoke empathy and support for breaking down entrenched barriers. By allocating over $500,000 in travel credits across 51 programs, United tangibly demonstrates commitment beyond branded messaging, providing practical support to facilitate these athletes’ journeys. This combination of narrative and actionable intervention reinforces the brand’s positioning as an ally in creating equal opportunities, strengthening its relevance in both the travel and sports sectors.FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on the voices and experiences of young Black HBCU golfers, explicitly positioning them as relatable and aspirational figures for the audience. Rather than following a single story arc or dramatizing problem-solution, it deploys a series of vignettes where empowered student-athletes assert their presence and right to belong in golf, with United Airlines facilitating their journey. The narrative builds identification, pride, and inclusion—a classic example of user imagery designed to connect the brand with an aspirational community, not through testimonial or demonstration, but by highlighting real people who represent the campaign’s vision. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques1. Delta Air Lines – Market Positioning Delta positions itself as a premium global airline emphasizing reliability, customer service excellence, and extensive route networks. It leverages technology for seamless travel experiences and sustainability initiatives, appealing to both business and leisure travelers seeking comfort and consistency. 2. American Airlines – Market Positioning American Airlines highlights its vast domestic and international connectivity, focusing on loyalty rewards through the AAdvantage program. The brand balances affordability with a strong emphasis on frequent flyer benefits, targeting a broad consumer base including corporate clients and value-conscious travelers. 3. Southwest Airlines – Market Positioning Southwest differentiates through its low-cost, no-frills model with an emphasis on customer-friendly policies like free checked bags and flexible changes. It appeals to budget-conscious leisure and business travelers who prioritize simplicity, affordability, and a friendly brand personality. 4. Alaska Airlines – Market Positioning Alaska Airlines focuses on customer-centric service with a strong presence on the West Coast. It markets itself as a reliable, community-oriented carrier that blends competitive pricing with an extensive network in key markets and a loyalty program that rewards frequent flyers. 5. JetBlue Airways – Market Positioning JetBlue stands out by combining low-cost fares with premium onboard experience, including more legroom and free entertainment. It targets value-seeking travelers who want affordable fares without sacrificing comfort, emphasizing innovation, customer service, and a fresh brand image in U.S. air travel.United Airlines, Golf is Ours, 2022, 2022 campaign, United Airlines campaign, PGA Tour partnership, HBCU golf, Historically Black Colleges and Universities, sports marketing, travel grants, travel and tourism, sports industry, narrative campaign, integrated media, film campaign, 72andSunny, Lauren Crew, Justin Lamar, Source Productions, United Airlines advertising, Black golfers, golf barriers, youth athletes, golf inclusion, travel credits, HBCU funding, golf programs, community impact, diversity in sports, sports sponsorship, travel industry, leisure marketing, United Airlines travel, sports promotion, youth sports, social impact campaign, golf culture, breaking barriers, golf story, campaign video, YouTube campaign
Brand: United Airlines
Agency: 72andSunny
Country: United States
Year: 2022





