You’ve noticed, yes? Travel is back. And for whatever reason a lot of that travel revival is happening between Australia and America.

So 72andSunny and United Airlines have expanded their Good Leads The Way brand campaign to Australia. The campaign, that launched in the US in May, tells the story of United’s commitment to customers and communities.

Australia is the first international market in which United will run a localised version of Good Leads The Way and this coincides with the start of new flights to the US from three Australian cities, Brisbane, Melbourne and Sydney, and the airline’s new relationship with Virgin Australia.

“United was the only airline to operate passenger service between the US and Australia continuously during the pandemic. At points, only a handful of passengers were allowed on each plane, making it an expensive exercise, but one we believed was absolutely necessary to keep our two countries linked and a great example of what we mean when we say Good Leads The Way,” stated Maggie Schmerin, United’s managing director of global advertising and social media. “Thanks to our relationship with Virgin Australia and newly launched flights from Sydney to Houston and Brisbane to San Francisco, there are more options than ever for our two countries to stay well-connected.”

The full campaign covers video, digital, social and out-of-home content. United has created three new films for the Australian market, one that highlights how United’s Polaris business class offers travellers the best sleep in the sky and two others that take a playful tone to spotlight United’s partnership with Virgin Australia. At the heart of the campaign is a 60-second anthem video, which features a patchwork of employee and passenger-sourced photos and videos that tells the true story of an airline on a mission to be a force for good on their planes and in the world. 

United has secured out-of-home, streaming, cinema, digital and social placements to launch Good Leads The Way in Australia, including a light rail train wrap in Sydney, a YouTube masthead takeover, and in-office elevator screens in all three cities. Geographically, United is focusing efforts on New South Wales, Victoria and Queensland to align with where the airline offers direct flights to the US.