PRNewswire-FirstCall DENVER Nov. 12 :
Ending days of speculation in Denver and around the country, United today
confirmed that Ted is the name of its new low-fare service that will bring
travelers a quality experience with simplified low fares.
Culminating a successful guerilla marketing campaign in the city that will
be its first hub, Ted has generated buzz and excitement in Denver,
achieved through a series of random acts of kindness. Ted`s unveiling
celebration will take place on November 18 in Denver, officially putting a
face to the name.
While the mainline remains United`s core product, Ted expands the
relevance of United`s brand portfolio, capturing an opportunity in a high-
growth segment of today`s airline market.
“Customers want low fares, especially in our leisure markets,” said Sean
Donohue, Vice President - Low Cost Operation. “In order to meet that need
and seize the opportunity, United has accomplished substantial cost
reductions—nearly $5 billion annually by 2005—that allow us to offer
an operation that is competitive with other low-fare carriers. Ted is
supported by a profitable and sustainable plan, with higher aircraft
utilization, a simplified schedule and fare structure, and more seats per
“Ted isn`t just a low cost initiative, it also creates more revenue
opportunity in leisure focused markets,” said John Tague, Executive Vice
President - Customer. “Although Ted will be a United branded product, it
has been designed with a unique name and personality all its own. United
chose the name Ted to emphasize that the service is an essential,
integrated part of the company—it`s the last three letters of the
company`s name,” he added. “Through our guerilla campaign in Denver, we`ve
created intense interest in Ted by reaching deep into the community in new
and unique ways. The consumer response to our initiatives and the
Meetted.com website has been phenomenal.”
Ted will begin flying customers in February 2004 with service from Denver
to Reno, Las Vegas, Phoenix, New Orleans, Tampa, Orlando, Ontario
(California) and Fort Lauderdale, a new Ted market not previously served
by United. Beyond Denver, Ted will also offer service between Las Vegas
and Los Angeles, Las Vegas and San Francisco and San Francisco and Phoenix.
The Ted fleet will feature the popular Airbus A320 aircraft, launching
with four planes based in Denver and expanding to as many as 45 planes by
the end of 2004—19 of which will be based in Denver. Each A320 will
have 18 more seats than United`s mainline A320s—due to a single class
of service—for a total of 156 seats.
Ted offers a compelling alternative to the current crop of low-fare
carriers. Customers can earn Mileage Plus frequent flier miles on all Ted
flights; seating is pre-assigned and can be pre-booked; and Ted customers
can expect seamless travel around the world on all United offerings,
including United mainline, United Express and Star Alliance partners. Ted
planes will feature an Economy Plus section with five extra inches of
legroom to reward loyal customers. Finally, Ted customers will be able to
use United EasyCheck- In and United EasyUpdate to make the travel process
as simple as possible.
Tickets go on sale November 18 online via flyted.com and united.com, and
via 1-800-UNITED1. More destinations and hubs will be added in the future.