New United Ad Campaign: “Good Leads The Way” & branding / website changes
#31
Join Date: Sep 2006
Location: HNL
Programs: UA GS4MM, MR LT Plat, Hilton Gold
Posts: 6,447
I apologize for being imprecise in my language. I should've use "customer satisfaction" because I was referring to this J.D Power press release:
https://www.jdpower.com/business/pre...sfaction-study
https://www.jdpower.com/business/pre...sfaction-study
#33
Join Date: Oct 2009
Programs: UA 1K, Hilton ♦ , Hyatt Carbonado, Wyndham ♦, Marriott PE, "Stinking Bum" elsewhere.
Posts: 4,948
Without debating the merits of JD Power, the difference between #1 and UA on First/Business is less than 7% (UA above AA), on Premium Economy it is a bit over 6%, and under 10% for Economy (and UA above AA again) - to me at least, it is not a large material difference.
Last edited by zombietooth; May 16, 2022 at 1:54 pm
#35
#36
Join Date: Oct 2009
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#37
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Join Date: Aug 2003
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IME, there has been a large degradation in UA's service culture and soft product. Now, I fly mainly business routes, East to West Coast, and understand that your experience is better, possibly because of your Hawaiian home base. However, UA is still at the bottom of the list in customer satisfaction, and the sample size is large, so there is something there that the average customer is seeing/experiencing.
Connection saver
No change fees
Miles never expire
70lb. / bag for Silver and up
Free messaging
Several areas the offering has been improved the past 2 years.
If Spirit or Allegiant has better scores, then I know to automatically ignore the survey.
However, the ad campaign is not directly about such feature comparisons. It’s about the feels.
If they brought back 747s the campaign would be a home run tie-in
#38
Join Date: Nov 2011
Posts: 110
Admittedly, there are worse slogans out there like when Air Côte d’Ivoire introduced “Our best trip is you.” Or like when Air Europe introduced, “You still have a choice.” Or, how about when Malinda Air introduced, “Smarter way to stay high.”
I kind of like “To fly. To serve.” But of course, that’s taken.
With UA’s slogan, I get the gist of what they’re going for. However, their recent inconsistencies and the vagueness of the slogan end up meaning, “we’re all ok with being average lately so long as we go from point A to point B. And so long as people are fine with our minimum viable product, then we don’t have a reason to change.”
I kind of like “To fly. To serve.” But of course, that’s taken.
With UA’s slogan, I get the gist of what they’re going for. However, their recent inconsistencies and the vagueness of the slogan end up meaning, “we’re all ok with being average lately so long as we go from point A to point B. And so long as people are fine with our minimum viable product, then we don’t have a reason to change.”
#39
Join Date: May 2012
Location: ORF, RIC
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Posts: 6,882
This campaign may just pump up the UA employees. The average customers may only notice it if UA offers the best deal. The UA elites and Polaris customers are disappointed that UA did not use “Great” in the slogan.
#40
Original Member
Join Date: May 1998
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What if UA figured out how much better they could do if all the passengers got off a flight and told friends/family, "Gee, that pretty good food on the plane today". Nah....
But we got "150 different pieces of video, digital, social and out-of-home content" to chew on....
But we got "150 different pieces of video, digital, social and out-of-home content" to chew on....
Meh. Good. Leaves me flat. Why not Greatness Leads the Way? Or Excellence in All Things? Or Passengers, United, the World.
That was with 10 seconds of thought. Any of them could be used to draw a line from doing good in the world, which is apparently the virtue they wish to signal, to providing world-class service, which one can only hope they are trying to inspire their staff to provide.
Seriously, United, a campaign about Good is not good enough.
Every morning when I drop my kids off at school, I have them repeat to me that, "today, I will do my very best." United's marketing team appears to have missed that message.
That was with 10 seconds of thought. Any of them could be used to draw a line from doing good in the world, which is apparently the virtue they wish to signal, to providing world-class service, which one can only hope they are trying to inspire their staff to provide.
Seriously, United, a campaign about Good is not good enough.
Every morning when I drop my kids off at school, I have them repeat to me that, "today, I will do my very best." United's marketing team appears to have missed that message.
#42
#43
Join Date: Nov 2017
Location: New York City
Programs: UA GS 1MM
Posts: 387
I think it’s good that they are going to be in line with expectations now.
We should not expect great, amazing, superb, phenomenal etc. Just good.
So at least there won’t be disapointment for people expecting to fly an equivalent or Singapore or Qatar.
oh, and don’t worry about the cost ! Our taxdollars paid for it !
We should not expect great, amazing, superb, phenomenal etc. Just good.
So at least there won’t be disapointment for people expecting to fly an equivalent or Singapore or Qatar.
oh, and don’t worry about the cost ! Our taxdollars paid for it !
#45
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Clearly the "Good" as intended in this campaign is the altruistic/virtuous "good", rather than adequate/sufficient "good". But it's a worthy criticism...
For those wondering why United didn't choose some loftier ideal, consider AA's since-abandoned "Going for Great" campaign circa 2015, which was pretty well panned and certainly did not lead to much greatness at all. Airline branding is tough...
For those wondering why United didn't choose some loftier ideal, consider AA's since-abandoned "Going for Great" campaign circa 2015, which was pretty well panned and certainly did not lead to much greatness at all. Airline branding is tough...