Nationwide ads take flight on United

Custom publisher Pace Communications has partnered with insurance and financial services provider Nationwide to produce a three-part advertising campaign running through United Airlines.

The ads that began last month with the tag line, "Life Comes at you Fast," will run through December.

Nationwide's first airport campaign launched in 2004. New partner Pace plans to further expand on success with the traveler demographic by working with a specific airline and targeting consumers at multiple points.

Travelers using United will be targeted during three different stages: check in, boarding and onboard.

During check-in, passengers will receive a boarding pass with a message on the back from Nationwide, designed similarly to seatback information cards.

When passengers board their flight they will walk through a 30-foot by 40-foot Nationwide-branded jet way wrap. Passengers will walk down a simulated aisle to a wedding surrounded by friends, family, bridesmaids, groomsmen and other well-wishers.

Onboard, United's televised in-flight entertainment package will include the Nationwide TV commercial featuring Fabio, which first ran during this past Super Bowl.