A wall in a public seating area at the airport which has a landscape poster on it saying Happy teams at happy hours start with Jira.

Case studies

Atlassian Jira connects with business travelers to turn big ideas into action

How Atlassian Jira expanded beyond technical audiences to drive awareness and favorability with high-value business travelers

Atlassian Jira set out to grow their appeal beyond technical teams reaching marketers, project leads, and business decision-makers in moments where productivity and focus are top of mind.

Jira launched an omnichannel campaign designed to connect with frequent business travelers, including early-to-mid-career professionals within the MileagePlus ecosystem. By engaging this audience across high-attention environments, the campaign positioned Atlassian Jira as an intuitive, accessible solution for turning ideas into action.

Strategy

To maximize impact, Atlassian Jira activated across a mix of premium traveler touchpoints:

Inflight Entertainment (IFE) with custom content on seatback screens
United Club digital out-of-home (DOOH) placements in premium United Club℠ environments
United's digital onsite ecosystem, including united.com and the United app

By meeting travelers during moments of focus and productivity, the campaign challenged perceptions of complexity while reinforcing ease of use.

A person holding a mobile phone looking at the United Airlines App with an ad at the bottom of the screen saying “Happy teams at happy hours start with Jira”.

The ResultsThe Results

98.4%

Video completion rate,

highlighting sustained attention in a high-dwell inflight setting.

2.3M+

Passengers reached

Across United Club DOOH placements in key hub locations

+9.4%

Brand lift among

frequent travelers with even stronger gains among business and first-class audiences

Why it worked

By aligning messaging with moments of productivity and reaching travelers in premium, high-attention environments, Atlassian Jira successfully connected with a broader business audience driving both awareness and favorability.

A man sitting at a table, near a wall which has a landscape poster on a large computer monitor which says “Happy teams at happy hours start with Jira”.