This time 100.

We FTers are an insulated community and UA would not use a national advertising campaign to attract nowadays -- instead direct corporate campaigns, status matches, .... Most business travelers are locked up by corporate contacts with the majors. Yes, there is some independent, high value flyers but a national campaign is a very inefficient outreach approach for that group.

This campaign is obviously aimed a leisure flyers that are looking to feel good about their purchase choices -- this is a key characteristic of educated millennials. UA is investing in the next generation of life long and affluent customers. While price will still be a major factor, thinking well of your purchase choice is high up there for this demographic.

Additionally, making employees feel respected does have a positive impact on customer service and relationships with management. UA and most of the majors have difficult employee relationship and with post-COVID contact negotiations coming up, that could be a secondary benefit.

Neither are these will relate to most on FT but they are type of messages advertising firms are proposing to corporate entities.