Upside

The founders of Priceline wanted to start a new travel service targeted exclusively to business travelers. FLY needed to craft a launch campaign that not only connected Upside with business travel, but that implicitly promised real benefit to a business traveler universe that was used to fending for themselves. FLY also needed to craft a separate but equal campaign to be mounted exclusively in the pages of the Wall Street Journal for its eponymous travel service that touted a level of customer service usually associated with the corporate C-suite.