DKC set to copilot United's Olympic promotional plan

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.

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