United Airlines unveiled a new group flight promotionfor Mileage Plus members and wanted to announce it through a direct mail piece.

This accordion-style mailer was designed to fold openand gradually reveal (both visually and through copy) the personal - or shared- benefit of flying with a group.  Theexecution was so well received by United that the approved concept went on tobe nominated for Loyalty 2010, an internal award in Kuala Lumpur.