NEW YORK: Dan Klores Communications (DKC) has been retained by
United Airlines for a short-term project involving United's sponsorship
of the US Olympic Team. Sean Cassidy, DKC partner, said the new
sponsorship promotion and advertising campaign will highlight everyday
Chris Brathwaite, manager of media relations at United, said the theme
of nominating personal heroes is important at this point in US
"We're going to get the word out on a special website on which folks can
nominate a hero by writing an essay supporting their nomination," said
Brathwaite. The essay winner, the hero, and two guests will receive an
all-expenses paid trip to the Salt Lake City Olympics in 2002. A
celebrity panel will choose the winner.
Because of United's financial situation, which Brathwaite described as
typical of the major airlines, the campaign will be mostly publicity and
advertising driven, not marked by expensive add-ons such as events.
"We have a very tight budget," said Brathwaite. He said DKC, as agency
of record for Avolar, United's business jet subsidiary, won the contract
over a smaller sports boutique agency.
The campaign begins December 1, and runs for the entire month.