United Airlines Introduces New Ad Campaign

18th Feb 2004

  United Airlines today introduced a new ad campaign
and new aircraft livery, designed to extend a confident, bold new look to
United’s products and services. The new aircraft livery and ad campaign
will help the airline forge an emotional connection with its most valued
customers—frequent business travelers.
The new livery represents United’s commitment to invest in its Mainline
business to strengthen connections with its core business customers. With
United’s mainline, United Express, Ted and Star Alliance, United now has a
strong portfolio of products under the United brand, providing the
flexibility needed to anticipate and respond to market demand. 

At an employee event today in San Francisco, United unveiled the company’s
new aircraft livery, a bold, yet simple design and color scheme
representing the spirit of the United brand.

“There is literally no bigger symbol for the company than our planes,”
said John Tague, executive vice president - Customer. “This livery moves
us away from the gray, sending an important signal about where this
company is headed, with a focus on improving and on providing our
customers with the service and the product that they deserve.”

The new livery establishes a consistent look across United’s integrated
product portfolio, from its planes to EasyCheck-In terminals to
United.com. Aircraft with the new livery will have a dark blue belly, a
bright white top, and large, bold ‘United’ lettering printed on the front
sides of the plane. In San Francisco, United unveiled two aircraft with
the new livery—a mainline 777, and a United Express regional jet,
parked alongside a new Ted A320 aircraft and a Star Alliance 767 aircraft
with Star Alliance’s new livery.

United’s restructuring and cost controls have established a firm
foundation for further investment in customers and the brand. United
expects that approximately 72 planes will be painted with the new livery
by the end of 2004. Only planes that are due for repainting, or new
aircraft that will be delivered to our United Express partners, will be
taken out of service and painted with the new livery.


United will debut a new global ad campaign this month that introduces two
high-wattage co-stars: a unique and elegant visual style and a new
tagline, “It’s time to fly.” The campaign will break in print on February
18, and on television during the Academy Awards telecast on February 29.

The campaign, created by the Minneapolis office of Fallon Worldwide,
brings United Airlines’ unique understanding of the frequent business
traveler to life in an unforgettable way. The television spots highlight
vignettes created by award-winning animators telling poignant stories of
business travelers, set to United’s signature music, “Rhapsody in Blue” by
George Gershwin. The print and out-of-home ads use distinctive
illustrations to celebrate the business traveler.

“Business travel is too often portrayed negatively,” said Martin White,
senior vice president of marketing for United. “But those who travel most
frequently for business know that frequent flights and face-to-face
meetings are often the only way to ‘get things done.’ They also relish
leisure travel, so we have incorporated a leisure travel message into some
of the ads. The new campaign is a tribute to the ‘can do’ spirit we share
with our customers and underscores the value that United Airlines alone
can bring to the travel experience.”

The campaign is a fully-integrated effort and will first appear in:—
Television. Four televisions spots will air this year. The first
commercial, “Interview,” will break in United’s key markets during ABC’s
telecast of 76th Annual Academy Awards(R) on February 29. The 60-second
spots are marked by stirring animation and the dramatic return of
“Rhapsody in Blue.” The first four commercials are:—“Interview,” by
Academy Award(R) nominated animators Wendy Tilby and Amanda Forbis, which
tells the story of a business person traveling out-of-town for a big job
interview.—“A Life,” by Michael Dudok De Wit, who won the Oscar(R) for
Best Animated Short Film in 2000 for “Father and Daughter.” “A Life” shows
the entire life of a business person traveling for business throughout his
career and then traveling after retirement.—“Lightbulb,” by two-time
Academy Award(R) nominee Joanna Quinn, which shows a business idea, in the
form of a lightbulb, passed along and spread by a business women traveling
to various meetings.—“Rose,” animated by Aleksandr Petrov and scheduled
to break on Mother’s Day, May 9, 2004, is a heart-warming spot showing a
businessman traveling to various meetings carrying a rose from his garden,
which he delivers to his mother at the end of his travels. Nationally, the
commercials will air on cable programs that appeal to business travelers,
including CNN Headline News, “Squawk Box” on CNBC, and “Biography” on A&E.
Spots will also appear on high- profile primetime, early morning and
sports programming, including the NCAA Basketball tournament, and in key
hub cities to support United’s business strategy of focusing on these
primary markets.—Print. Seven print advertisements, some of which
feature work originally created for the New Yorker by such noted
illustrators as Carter Goodrich, Rea Irvin, and Charles Martin, will debut
this year. The first ad in the campaign was illustrated by Carter Goodrich
and will appear in the Wall Street Journal on February 18. Ads will then
appear throughout the year in publications including the Wall Street
Journal, The New York Times Magazine, Time, Newsweek, Business Week,
Fortune and Fast Company.—Out-of-Home. Billboards that feature the same
distinctive illustrative style as the rest of the campaign will appear in
Chicago and Los Angeles beginning on February 15.

The campaign’s creative team includes: David Lubars, executive creative
director; Bruce Bildsten, creative director; Stuart D’Rozario, group
creative director/writer; Bob Barrie, art director; Alex Leikikh, group
account director; and Kate Talbott, senior producer. Media buying
responsibilities are handled by Fallon Worldwide. 

Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis
Groupe S.A., based in Paris. Fallon Minneapolis’ clients include, among
others: BMW of North America, Citibank, Dyson, EDS, Holiday Inn,
International Truck and Engine Corp., Lee Jeans, Nestle Purina PetCare,
Nordstrom, Nuveen Investments, PBS, the St. Paul Companies, Subway
Restaurants, and United Airlines. Fallon Worldwide is one of the world’s
most critically acclaimed creativity companies, delivering innovative
strategic business solutions for some of the world’s leading brands.
Additional information can be found at http://www.fallon.com/ .

United, United Express and Ted operate more than 3,400 flights a day on a
route network that spans the globe. News releases and other information
about United can be found at the company’s web site at
http://www.united.com/ .


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