The assignment was to launch United Airlines' new First and International Business Class service, featuring the first 180-degree flatbed seats on a U.S. airline. The multimedia effort unfolded within the context of United's existing animated and illustrated advertising campaign. At America's largest travel convention, we created a United art gallery at the show, featuring pieces commissioned to interpret the benefits and experience of the new International Premium cabins. Two-minute CG videos of the seats were shown on large flat-panel TVs. To convey the quiet sanctity of a gallery and add dramatic effect, world-famous pianist Daniel Lessner played United's theme, Rhapsody in Blue, inside a soundproof glass cube. Visitors were given proximity-based Bluetooth headphones which allowed them to listen in. As they approached the different pieces of art, or the films, they heard the appropriate audio which matched the visuals they were viewing. Sixty-second TV commercials created by a range of animators from around the world debuted on the 2008 Olympic Games. They celebrated the amazing new flatbed seats and the new International Travel Experience on United. At the airport, banners promoting a mobile site allowed travelers to text a number and download CG films of the seats. Additional media such as magazine ads, posters online work and a dedicated microsite rounded out the story. As a result of the campaign, the new flatbed seats have been delightfully full.