Brand: United Airlines

Agency Partner: 72andSunny Sydney

Campaign: Good Leads The Way

United Airlines crafted a new campaign that tells the story of their leadership in areas like customer service, diversity, and sustainability. The campaign’s tagline – Good Leads the Way – was a critical element of the messaging and InterEcho was tapped to adapt it for 15 global markets. ​



Following an in-depth briefing on the new essence of the brand, our Cultural Strategists worked closely with our Transcreators to ensure the local campaign taglines would resonate from both a cultural and linguistic perspective with each unique market.​ Our transcreation deliverable provided several in-language tagline options, inclusive of back-translations and creative rationale from our team, for 72andSunny and United’s branding teams to ultimately decide the best path forward.