United Insta Guides

Digital, Social media

Even though United fly to more destinations than any other airlines from the UK into the US, Brits just don’t think about the brand when planning their next trip. But here’s something most people do: they look for inspiration on social media.

The brief was to show that there’s more to the US than NY or LA, and that United is the best choice to take you there.

Our idea? Let’s create travel guides for the real USA on Instagram.


Instagram Carousel Ads

To promote these guides, we explored Instagram Carousel Ads, creating a One Day Guide for different locations. Instead of a simple ad, we found more functional use of this tool: to share relevant and useful content.

Clicking on ‘learn more’ takes you to United’s site, showing flight options to that city.


United Profile Guides

To make things simple, each city gets their own profile; so whenever you’re planning to visit a new place, all you need to do is search for its United profile on Instagram. 

These guides can then organically grow with tips from people who have been there, comments and selected photos to be reposted.  A link in the profile bio takes you to United’s site, showing flight options to that city.


Role: Concept, Copy, Art Direction, Design