This is kinda random...

I've seen recent threads about United upgrading their fleet (new planes), upgrading their uniforms and upgrading their alliances/partnerships. And a lot of the United terminals are actually recently upgraded or in good shape.

but what about upgrading their slogan? I think "It's time to fly" is incredibly boring, no?

I Googled this topic and, low and behold, Wikipedia has a nice listing of all the past slogans and their variations (there are some gems in here!). Can we do any better here on FT? :-)

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from http://en.wikipedia.org/wiki/United_Airlines#Brand

"The Main Line Airway," emphasizing its signature New York-Chicago-San Francisco route, was replaced in 1965 with "Fly the Friendly Skies." The "friendly skies" tagline was used until 1996. The current slogan and ad campaign since 2004, is "It's time to fly." Other United Slogans include:

* "The Great White Way to New York" (1971-1972)
* "The Friendly Skies of your land" (also known as "Mother Country") (1972-1976)
* "You're the boss" (1976-1977), "United we fly" (1977-1978)
* "That's what friendly skies are all about" (1980)
* "You're not just flying, you're flying the Friendly Skies" (mid 1980s)
* "From the ground up, rededicated to giving you the service you deserve. Come fly the friendly skies" (Late 1980s)
* "Come fly the airline that's uniting the world. Come fly the Friendly Skies" (late 1980s)
* "Come fly our Friendly Skies" (The early ESOP years)
* "United – Rising" during the mid 1990s
* "Come fly Chicago's hometown airline. Come fly the friendly skies."
* "Feel United ... Be United ... Worlds United ... Stay United ... United"[74] (the late 1990s)
* "It's important for the human race to stay United"
* "Life is a journey – travel it well; United"
* "We Are United" following the September 11 incident
* "Relax, Stretch Out" with the rollout of EconomyPlus
* "It's time to fly"

btw, "It's important for the human race to stay United" is hilarious. Did that really get used?