United Taxi Tops was a New York-focused campaign meant to change perception of EWR and United. The concept was developed after taking a deep look at the New York traveler and what was not only unique but important as they make their travel purchase decisions. What we found was that New York and its culture birthed a mindset of speed, efficiency, and pride. New Yorkers are uniquely time-oriented, hyper-efficient, and extremely proud of their city and everything that reflects what it means to be a New Yorker. That is how Taxi Tops came to life and a major reason why it was so effective. Giving New Yorkers a faster alternative to JFK with a technology-driven, innovative idea hit our target audience at the right place, in the right time, and with the right (compelling) message that flying United out of EWR is the smarter choice for your next trip.