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TRAVEL & TOURISM

Turning Wine Flights Into Real Flights to Adelaide

To celebrate the first-ever direct flights from the US to Adelaide, we created the ultimate wine flight upgrade.

Overview

In December 2025, United Airlines launched the first-ever direct route from the US to Adelaide, making it easier than ever to explore South Australia. Our job? Building awareness for South Australia and driving consideration for the inaugural season of service.

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Our Approach

We created the perfect blend, just for South Australia. We partnered with the popular Aussie cafe chain, Bluestone Lane, to launch South Australian Wine Flights…with the chance to upgrade your flight with an actual flight to South Australia.

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Results

We executed a 360-degree PR campaign that included hosting 30 media and content creators across two launch events in NYC and San Francisco. The campaign secured 19 press placements with a cumulative reach of 548 million impressions, activated two paid media partnerships to amplify coverage, and generated 1.1K contest entries.

‍19 Earned Placements

315.2K Social Engagements

550M Earned Impressions

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South Australian Tourism Commission - Wine-Powered Buzz

We launched United Airlines’ first nonstop route to Adelaide by turning South Australia’s wine culture into a buzzworthy reason for Americans to travel Down Under.
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TL;DR