United in Test Flight

Fallon McElligott and Young & Rubicam are in the process of testing campaigns to become the successor to United Airlines’ maligned “Rising” campaign, sources said.
The campaigns’ reception was mixed; none were considered to be home runs, sources said. They were seen as failing to connect with the business travelers United has been courting in its 3-year-old “Rising” campaign, sources said.
The Elk Grove Village, Ill.-based air carrier is now planning to put different pieces of those campaigns together and further test them internationally, sources said.
United last month acknowledged it was scrapping its “Rising” campaign and had enlisted Fallon, its domestic agency, and Y&R, which handles international advertising, to contribute ideas.
One concept from Fallon under consideration uses the idea of people coming together, playing off the word “United,” sources said.