Last week BD'M and United Airlines were awarded an EFFIE by the American Marketing Association for the success of its Travel Options campaign.
Travel Options by United is a marketing program that enables customers to purchase a la carte the premium perks traditionally enjoyed only by elite business travelers – e.g., using the faster security line, boarding early, enjoying extra legroom in Economy Plus, shipping your bags directly to your hotel room, lounging in the Red Carpet Club.
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The agency's challenge was to launch Travel Options in a way that separated it from things like baggage fees and other price increases airlines had to implement to combat volatile fuel prices and a drop in air travel during the recession.
United and BD'M made this a success by digging deep to understand the product from the customer's point of view, mapping every conceivable touchpoint along the customer's journey, and adopting a very collaborative test and learn approach. But perhaps real magic behind the program was the quirky little word we happened upon: "Opt." This simple idea not only conveyed choice, but became the glue which held together the full range of products and services United offers within Travel Options.
While BD'M has earned a number of accolades during this past year, including a Gold Lion in Film at Cannes and the distinction of being named "Best Small Agency in the U.S." by the 4As, the EFFIE Award represents an agency at its best – creating distinctive work that delivers superior results for its clients.