The Boeing 747 ushered in a new era of travel for both passengers and crew. When it was time for the 747 to retire, we orchestrated an extensive farewell campaign for United Airlines that spanned several months and reached across the globe.

The celebration began by recreating United’s inaugural 747 flight from San Francisco to Honolulu, complete with 1970s-inspired menus and retro uniforms. After its final touchdown, aviation enthusiasts, influencers, and media were invited to spend one last weekend with the “Queen of the Skies,” enjoying tours, toasts, and a dinner under the wings of three 747s. MileagePlus members even had the opportunity to bid their miles for pieces of the iconic aircraft, from window cut-outs to actual 747 seats.

Over 1.3M miles were redeemed. There were more than 400,000 unique MileagePlus engagements online and more than 1.9M overall impressions, including positive  reactions in the press.