Promo Spotlight: United Airlines retools effort, focuses on Olympic 'heroes'

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Marketer: UAL Corp.'s United Airlines

Effort: Heroes Promotion

Agency: Publicis Groupe's Frankel, Chicago

Twist: Olympics sponsor United Airlines shelved plans for a Winter Games promotion planned prior to Sept. 11, and invented one centering on heroes. The effort kicks off Dec. 1 and invites consumers, through a brief essay, to nominate heroes from all communities. Winners will receive tickets for four to see the Olympics-winners bring their heroes, of course, plus two guests.

Vital statistics: The effort is backed by print ads featuring Olympic hopefuls including bobsledder Bonnie Warner; speedskater Casey FitzRandolph; luger Lincoln DeWitt and snowboarder Trisha Byrnes. United also backs the promotion in its Hemispheres magazine, online at and on the airline's in-flight videos. Contest entry deadline is Dec. 31.

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