What Would You Do with a Million Miles?

The United Journey campaign originated under United’s MileagePlus loyalty program, where it instantly connected with its 4+ million members through a shared sense of discovery and lust for travel. We engaged the broader travel community through a wealth of influencer and repurposed UGC content, culminating in a worldwide photography contest in partnership with the Passion Passport travel platform. Five content creators led the contest through their own #unitedjourney around the world, challenging our community to share their best images by posing a simple question: What would you do with a million miles?

The contest outperformed United’s benchmarks for both paid social engagement and website traffic. #myunitedjourney lives on as a robust brand platform that elevates United by connecting with the inherent sense of discovery that exists in every traveler