Meet united Airlines

United Airlines, headquartered in Chicago, Illinois, is one of the world’s largest airlines. Operating an extensive domestic and international network, the airline serves over 360 destinations across six continents. A leader in global aviation, United Airlines is renowned for its role in connecting people and places, driving innovation in air travel, and prioritizing customer experience.

The challenge

United Airlines, in collaboration with its agency partner Carat, aimed to raise awareness for its new nonstop flight from the U.S. to Marrakech. The objective was to captivate travelers with relevant interests while expanding the reach of its messaging. Traditional travel advertising often focuses on narrow targeting categories, but this campaign sought to push boundaries by leveraging contextual AI to uncover custom audience interests beyond conventional travel themes.

The solution

To address this challenge, United and Carat partnered with Seedtag for an innovative contextual advertising approach powered by Seedtag’s AI-powered solution Liz. The campaign pushed boundaries by using contextual AI to uncover custom audience interests beyond conventional travel themes, mapping a contextual graph of open web content relevant to the Marrakech route, and identifying untapped interest segments.
The campaign successfully leveraged these insights to reach a broader audience by placing United Airlines’ ads within high-contextual relevance environments. This approach ensured maximum engagement and resonance with travelers, aligning ad placements with interests identified through this data-driven contextual analysis.