[Hong Kong] United Airlines tapped a new medium to highlight key attractions in 21 U.S. destinations served by the airline by wrapping the floor of the Airport Express station in downtown Hong Kong. United's 3,337-square-foot "Have America at your feet" ad, created by the Hong Kong offices of Fallon Worldwide
and Mediaedge:cia, marks the first time a marketer has decorated the floor of the high-traffic check-in concourse with illustrated floor art stickers and elevator wraps.
The campaign, which gives visitors to the concourse the sensation of flying over the U.S., includes a quiz about American landmarks to win three pairs of tickets to the U.S. Last year, United became the first marketer to place a high-tech ad in the tunnel between two Hong Kong subway stations. That execution, developed by Fallon and MEC with Submedia, used 250 light boxes to turn the walls into a 20-second movie.