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Immersive Brand Storytelling at the Intersection of Culture and Creativity

United Airlines & Sundance Film Festival Case Study

United Airlines & Sundance Film Festival Case Study

Key services:

  • Immersive Attendee Experience Design
  • Multi-purpose event space transformation
  • Mainstage Design with LED screens
  • Panel and Talent Discussion Support
  • Food & Beverage Station and hospitality management
  • Networking event facilitation
  • Loyalty Program Sign-up integration
  • Promotional Activation
  • On-site Execution and Management
  • Stakeholder Collaboration
  • High-Traffic Location Activation
  • Data capture and attendee analytics

The Challenge

United Airlines partnered with Sundance Film Festival to create an attendee experience and activation that hosted various panels and entertainment at the festival. As the ultimate gathering of original storytellers and audiences seeking new voices and fresh perspectives, the festival presented an opportunity for United to deepen its connection with the creative community.

LSAV POWERHOUSE was tasked with designing a space that not only reflected United’s integral role in these moments but also underscored its commitment to amplifying the voices of the world’s best storytellers—letting their “Stories Take Flight.”

The space needed to accommodate multiple panels and talent discussions during the day while seamlessly transforming into an elegant cocktail reception space in the evening to celebrate filmmakers. Additionally, it had to provide opportunities for festival-goers to engage with United’s brand through networking events, loyalty program sign-ups, and exclusive activations.

The Process

LSAV POWERHOUSE collaborated closely with United Airlines’ internal stakeholders to bring this vision to life by designing an immersive attendee experience on the main strip of the Sundance Film Festival. The activation featured three key areas, each strategically developed to enhance engagement and extend attendee dwell time:

  • Main Stage: Serving as the focal point, the stage featured multiple LED screens and was designed to highlight storytellers while creating an intimate and immersive audience experience. Positioned for maximum visibility from the street, it encouraged passersby to join the discussions.
  • Fellows Wall: A dedicated installation showcasing Sundance talent and emerging voices in the film industry, reinforcing United’s support for the creative community.
  • Food & Beverage Station: A hospitality area offering catering for multiple evening receptions, allowing for a seamless transition from daytime programming to nighttime celebrations. The United for Business entertainment sales team hosted clients and prospective customers at these exclusive receptions featuring upscale food and drinks curated from United’s Polaris menus.
United’s sponsorship included a prime location in the middle of the action on Main Street, where LSAV transformed a lodge space into a hub for festival-goers and entertainment industry professionals. The space provided warmth and connection, daily panels, and invite-only evening events. Guests visiting the lodge could sign up for MileagePlus, enter to win a flight sweepstakes, and learn more about the United for Business entertainment program.

The Results

The United Airlines activation at Sundance Film Festival successfully delivered a compelling and dynamic experience for attendees, talent, and industry professionals alike. LSAV POWERHOUSE’s strategic design and execution:

  • Created an engaging, multi-purpose space that adapted seamlessly between panel discussions and evening receptions.
  • Incorporated United’s theme of “Stories Take Flight” into every aspect of the activation, aligning brand messaging with the event’s purpose.
  • Amplified visibility and audience engagement by placing key elements in high-traffic areas, attracting festival-goers.
  • Strengthened United Airlines’ brand presence by reinforcing their commitment to supporting the creative community and storytelling industry.
  • Drove measurable engagement and business opportunities, with over 6,000 registrants for the lodge, more than 800 visitors scanned, and over 240 attendees at the United for Business reception.
  • Generated tangible business results, with the sales team securing 50 new leads and closing a new account worth $10K in opportunity revenue.

By transforming United’s vision into reality, LSAV POWERHOUSE crafted an immersive environment where stories truly took flight, creating lasting impact for both attendees and United’s brand objectives.

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