dilbert
Jan 7, 00, 9:11 am
United Airlines Launches New U.S. Advertising Campaign
New Ads Reinforce Commitment of Employees 'United for a Better Journey'
CHICAGO, Jan. 7 /PRNewswire/ -- United Airlines (NYSE: UAL - news), the world's largest airline and the largest employee-owned company, tomorrow launches a new national advertising campaign that embraces its own people as well as the airline's frequent business travelers. The new 60 and 30-second TV spots, which air for the first time during the NFL playoffs on January 8, are a bold departure from other airline category advertising.
``First, we are leveraging our own name ... no other airline can mark out the territory 'United for a better journey' with the same power we can,'' said John ....r, United Airlines vice president for advertising and communications. ``Secondly, we recognize that it's United's 100,000 employees around the world who deliver on our brand promise to create a better journey. Third, we're taking the high ground in airline category advertising by using emotion to emphasize the theme of bringing people together.''
The new TV spots, which were produced by Minneapolis-based Fallon McElligott, recognize the strength of the word ``united'' and the equity that particular word carries back to the brand.
``By leveraging the word united and the symbolism associated with it, we can create a strong link between consumers and United Airlines,'' said ....r. ``The fact is, United is a very powerful word and we 'own' it. Not only does it speak to the global traveler and road warrior, but it also describes our unique corporate culture.''
For example, one 60-second TV spot, ``Gatherings,'' opens with scenes of plazas, town squares, courtyards and other common meeting areas that are found throughout the world. People begin to appear and it becomes more apparent they are meeting with others. Rhapsody in Blue is playing. As more people begin to come together a voiceover recites the copy: ``Why is it that every city, every town, every neighborhood, no matter where you are in the world, all have something in common? A place for people to come together. It's quite simple. Humans are a social bunch.'' The visual changes to a pilot flying a United plane. ``That's why we fly more places than anyone else. Because it's important for the human race to stay United.''
In addition to similar branding spots, ....r said that United's 2000 advertising will continue to support specific product enhancements and introductions being made by the airline.
In 1996, United became the first airline to acknowledge the stresses faced by frequent business travelers and reaffirm its commitment to improve air travel. Since then, United has led the industry by investing heavily in new technology, products and employee training designed to make air travel more hassle-free.
In addition to investing more than $51 million in additional airport ground equipment and $10 million in baggage handling improvements, United recently introduced Economy Plus, the airline's enhanced Economy product that gives eligible customers up to 36 inches of legroom versus the industry standard of 31 inches. United is currently reconfiguring its entire domestic fleet of aircraft for Economy Plus, and expects the product to be available on all aircraft in April 2000.
United's industry-leading advertising strategy was quickly copied by competitors, prompting the airline to find new ways to continue building the United brand, while still connecting with the target audience-frequent business travelers.
As the world's largest airline and the largest employee-owned company, United Airlines offers nearly 2,300 flights each day on a route network that spans the globe. It is a founding member of Star Alliance, a network that currently includes eight of the world's leading airlines.
SOURCE: United Airlines
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Dan
"It is not doing the things we like to do, but liking the things we have to do, that makes life blessed." - Goethe
[This message has been edited by dilbert (edited 01-07-2000).]
New Ads Reinforce Commitment of Employees 'United for a Better Journey'
CHICAGO, Jan. 7 /PRNewswire/ -- United Airlines (NYSE: UAL - news), the world's largest airline and the largest employee-owned company, tomorrow launches a new national advertising campaign that embraces its own people as well as the airline's frequent business travelers. The new 60 and 30-second TV spots, which air for the first time during the NFL playoffs on January 8, are a bold departure from other airline category advertising.
``First, we are leveraging our own name ... no other airline can mark out the territory 'United for a better journey' with the same power we can,'' said John ....r, United Airlines vice president for advertising and communications. ``Secondly, we recognize that it's United's 100,000 employees around the world who deliver on our brand promise to create a better journey. Third, we're taking the high ground in airline category advertising by using emotion to emphasize the theme of bringing people together.''
The new TV spots, which were produced by Minneapolis-based Fallon McElligott, recognize the strength of the word ``united'' and the equity that particular word carries back to the brand.
``By leveraging the word united and the symbolism associated with it, we can create a strong link between consumers and United Airlines,'' said ....r. ``The fact is, United is a very powerful word and we 'own' it. Not only does it speak to the global traveler and road warrior, but it also describes our unique corporate culture.''
For example, one 60-second TV spot, ``Gatherings,'' opens with scenes of plazas, town squares, courtyards and other common meeting areas that are found throughout the world. People begin to appear and it becomes more apparent they are meeting with others. Rhapsody in Blue is playing. As more people begin to come together a voiceover recites the copy: ``Why is it that every city, every town, every neighborhood, no matter where you are in the world, all have something in common? A place for people to come together. It's quite simple. Humans are a social bunch.'' The visual changes to a pilot flying a United plane. ``That's why we fly more places than anyone else. Because it's important for the human race to stay United.''
In addition to similar branding spots, ....r said that United's 2000 advertising will continue to support specific product enhancements and introductions being made by the airline.
In 1996, United became the first airline to acknowledge the stresses faced by frequent business travelers and reaffirm its commitment to improve air travel. Since then, United has led the industry by investing heavily in new technology, products and employee training designed to make air travel more hassle-free.
In addition to investing more than $51 million in additional airport ground equipment and $10 million in baggage handling improvements, United recently introduced Economy Plus, the airline's enhanced Economy product that gives eligible customers up to 36 inches of legroom versus the industry standard of 31 inches. United is currently reconfiguring its entire domestic fleet of aircraft for Economy Plus, and expects the product to be available on all aircraft in April 2000.
United's industry-leading advertising strategy was quickly copied by competitors, prompting the airline to find new ways to continue building the United brand, while still connecting with the target audience-frequent business travelers.
As the world's largest airline and the largest employee-owned company, United Airlines offers nearly 2,300 flights each day on a route network that spans the globe. It is a founding member of Star Alliance, a network that currently includes eight of the world's leading airlines.
SOURCE: United Airlines
------------------
Dan
"It is not doing the things we like to do, but liking the things we have to do, that makes life blessed." - Goethe
[This message has been edited by dilbert (edited 01-07-2000).]