Wine-Powered Buzz for United's Adelaide Route

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.

Overview

To support United’s first nonstop flight from San Francisco to Adelaide, we positioned South Australia as a must-visit destination by announcing the route to media, launching a culturally relevant wine partnership, and hosting media and creators on the inaugural flight.

Our Approach

We executed a 360-degree media campaign by announcing the new SFO–Adelaide route across travel, lifestyle, and trade media; partnering with Bluestone Lane on a limited-edition South Australian wine flight and trip giveaway; hosting media and creators on the inaugural flight; and pitching the route for 2026 travel guides.

Results

We turned a single route announcement into a long-term conversation about South Australia. By spotlighting the region’s world-class wine—including bringing SA wines into Bluestone Lane cafés—we reached new audiences with a fresh approach to airline route launches. Paired with experiential storytelling and long-lead travel pitching, Praytell helped cement South Australia as a top emerging destination for American travelers in 2026 and beyond.