As COVID-19 started to impact the airline industry and the world in general, United began to evaluate the Spring advertising campaigns, with several campaigns in international markets set to launch on March 15.
While many media partners were able to cancel or shift media campaigns to later dates, the rapidly approaching launch dates meant that not all media partners were able to adjust their schedules.In the United Kingdom in particular - one of United’s most important international markets - United was left with approximately $100K worth of outdoor advertising space in London.
As the time was not right to run airline advertising, United, along with agency partners Carat and mcgarrybowen, donated this media to UNICEF, given their efforts around education about COVID-19 and protecting children around the globe.