The 1000 square metre execution covers the entire check-in concourse of the Airport Express Hong Kong Station, along with several elevator wraps, and will run until late September.
The Fallon Hong Kong-created execution continues the 'Have America at your feet' theme, with the floor map inviting consumers to stand in a specific area, enabling them to read information about specific US destinations on the floor.
The Fallon Hong Kong-created execution continues the 'Have America at your feet' theme, with the floor map inviting consumers to stand in a specific area, enabling them to read information about specific US destinations on the floor.
"We have explored a lot of different venues and locations, so we tend to use innovative outdoor (executions) to attract attention and keep awareness high," said Wyn Li, general manager of sales and marketing, United Airlines Hong Kong.
"United used to be very conservative and business-like, but the whole world is moving towards a more light-hearted, more relaxing kind of atmosphere," he said.
The campaign initially broke with a series of print advertisements in daily newspapers and selected magazines. An animated regional TVC is due to hit screens later this year.