An Invitation to the Friendlier Skies

Five years after its launch in 2013, Wheels Up found itself crossing over from upstart to established member of the private aviation community, and the brand needed to reflect that. “UP IS …” introduced Wheels Up 2.0, with a focus on showing the underutilized uses and benefits of flying private. My copywriting partner and I worked in tandem with our ECD to define the campaign and bring it to life, both in the pitching stage and, after it was bought, into fruition through all forms of subsequent media. A full 360-campaign, we spoke to our customer base where they spent their time: on CNBC with a TV spot, in magazines like DEPARTURES and Robb Report, and online through emails and banners.