mcgarrybowen’s new campaign for United Airlines uses GPS real-time traffic data to dispel the myth that travel to JFK is faster than travel to Newark Airport (EWR). This represents the first time that live traffic data has ever been used to dynamically display messaging on top of a taxi.
JFK has long been considered “New York’s Airport.” However, Newark Airport (EWR) has many claims to be better for New York travelers; the most compelling being its proximity and ease. To prove it, mcgarrybowen fitted 125 New York City taxis with GPS software to show a real-time comparison of the travel times between the city and JFK and EWR airports. The digital displays are synced with data from the Curb application and update in real time with every change in a taxi’s position and evolving traffic patterns. Working with Verifone Media and Kinetic, over 45,000 data points were analyzed to optimize the campaign in keys areas within NYC.
This campaign for United is launching on the heels of a $120 million renovation to their Terminal C at Newark Airport. By the numbers, over 41 million passengers fly out of Newark each year (with over 28 million on United). It ranks 15th in terms of passenger volume amongst US airports.
United’s media efforts in New York City include OOH billboards, taxi tops, bus shelters, phone kioks, newsstands and in-airport units.
“We’re proud to work with mcgarrybowen and our media partners to launch this new and innovative technology on taxi tops that not only grabs the attention of New Yorkers, but helps deliver the message that Newark Liberty International is much closer and easy to get to than you think,” said Daniel Cuellar, Director of Global Advertising, United Airlines