Objective
United Airlines tasked Private Label Radio with creating in-flight audio entertainment that flew ahead of the competition and turned that little audio jack in the armrest into a valued and valuable commodity, well beyond a last resort for passengers who had nothing better to do.

Solution
After listening to United’s goals and needs, we created an unprecedented 23 channels of multilingual programming that offered something for everyone—and a unique branded sound for United and their sister airline Ted.  Then we brought it to the next level, taking advantage of our own world-class recording studio and close ties to major and boutique record labels, we produced a series of exclusive interviews with world-renowned musicians that won the kudos of passengers—and additional notice from label promoters who were eager to get their artists on United and Ted, allowing the airlines to continually build on the program’s success.

The popularity and distinctiveness of these series allowed us to premiere eight tracks from Garth Brooks’ Double Live album before they were available for listening anywhere else, and our unique music mix led to the creation of a website devoted to—and CD’s created from—our United programming, generating additional revenue for the airline.  And the thousands and thousands of passengers who were motivated to write to us about United and Ted’s in-flight entertainment all received a personal response from our head of programming, ensuring that while they were listening to us, just as important, we were also listening to them.

Results
As conclusive evidence of success: Eight years of award-winning programming for United, including the esteem of Avion’s “Best In-flight Audio Entertainment”; numerous in-flight firsts including multilingual programming on every channel, synergy with “Hemispheres” , United's in-flight magazine, premium CDs created from in-flight programming available both in-flight and from our custom-designed website, and exclusive artist interviews; and customer service that extended beyond our client all the way to their customers.

In addition, the unparalleled quality of these programs was heard well outside the passenger seats, as their exclusivity led to press coverage creating millions of media impressions for Ted and United Airlines.