New United Ad Campaign: “Good Leads The Way” & branding / website changes
May 17, 2022, 4:11 pm
#76
Join Date: May 2013
Posts: 3,361
I watched the video twice and don't believe there was any mention of change fees or destinations. I do remember the "force for good" which they must have lisfted from that NAVY promo of years ago.
The whole campaign is all about the message "please feel good about us" or something like that. I don't see how that advances their cause in the end.
The whole campaign is all about the message "please feel good about us" or something like that. I don't see how that advances their cause in the end.
May 17, 2022, 5:46 pm
#77
Join Date: Jun 2014
Programs: UA MM
Posts: 4,130
The “Anthem Film” is supposed to be emotional (see PR: https://www.prnewswire.com/news-rele...301547590.html), but does mention a “rescue story to save a connecting flight” at about 22 seconds.
May 17, 2022, 6:01 pm
#79
Join Date: Mar 2019
Programs: UA 1K, AA Plat, DL Gold, Marriott Titanium, Hyatt Globalist, Hilton Diamond, Avis PC, Hertz PC
Posts: 41
May 17, 2022, 7:17 pm
#80
Join Date: Jun 2014
Programs: UA MM
Posts: 4,130
Apparently it's less than a century ago because that's how they start the video and then nix it.
There's nothing inherently wrong with promoting ConnectionSaver. It's just the whole campaign comes across as a massive group hug and I struggle to see how that ultimately promotes UA, from a competitive standpoint, in the aviation world.
What timeframe would you use to answer your own question?
There's nothing inherently wrong with promoting ConnectionSaver. It's just the whole campaign comes across as a massive group hug and I struggle to see how that ultimately promotes UA, from a competitive standpoint, in the aviation world.
What timeframe would you use to answer your own question?
May 17, 2022, 7:29 pm
#81
Moderator: United Airlines
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May 17, 2022, 7:49 pm
#82
Join Date: Jul 2005
Posts: 2,324
https://www.latimes.com/opinion/stor...version-anyone
This one slipped through the pandemic for me to be candid
This one slipped through the pandemic for me to be candid
May 17, 2022, 9:36 pm
#86
Original Member
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https://www.latimes.com/opinion/stor...version-anyone
This one slipped through the pandemic for me to be candid
This one slipped through the pandemic for me to be candid
But yes, many signs already pointed to them not using Rhapsody in Blue in advertisements. But it does not preclude them from using the piece in other promotions.
May 17, 2022, 9:45 pm
#87
FlyerTalk Evangelist
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Evil follows the pack.
Confirmed:
https://www.united.com/en/us/fly/com...s-the-way.html
Part of Press Release:
CHICAGO, May 16, 2022 /PRNewswire/ -- United Airlines today launched a new, national campaign – "Good Leads The Way" – that tells the story of United's leadership in areas like customer service, diversity and sustainability, and captures the optimism fueling the airline's large ambitions at a time of unprecedented demand in air travel.
“Good Leads The Way”: United’s New Campaign Celebrates Employees Doing the Right Thing for Customers and Communities [Emphasis added.]
https://www.united.com/en/us/fly/com...s-the-way.html
Part of Press Release:
CHICAGO, May 16, 2022 /PRNewswire/ -- United Airlines today launched a new, national campaign – "Good Leads The Way" – that tells the story of United's leadership in areas like customer service, diversity and sustainability, and captures the optimism fueling the airline's large ambitions at a time of unprecedented demand in air travel.
“Good Leads The Way”: United’s New Campaign Celebrates Employees Doing the Right Thing for Customers and Communities [Emphasis added.]
Lifetime Member Edition: UC access changes Nov 1, 2019 (same day BP on UA or partner)
UA really needs to work on its ethics.
No amount of advertising can cover up the moral rot that seems to be spreading throughout United Airlines.
Address the root problem first. Say what you mean and mean what you say! Keep your word.
Customers can see though a culture of lies.
My interpretation of this campaign is a little different than most posted above. I think United is trying to signal to employees, fliers, shareholders (past, current & potential future) that they value "good", not meaning "adequacy", but meaning "moral good". I think the implication is that United values things beyond just dollars & cents, the physical realities of flying, etc. Whether this is a good (lolz) idea or not remains to be seen. But the criticism that United should be talking about "greatness" & not "good" is, I think, missing the point of this campaign. Again, whether this is a good idea (in both senses) I am not taking any position on.
I get all that. But if you have to explain the meaning of your marketing slogan, you have failed. When people read "Good leads the way", the first thing that comes to mind is that they are fine being just adequate. This is an example of overthinking your communications, because all the explanation will not remove that simple and natural impression.
I don't see any evidence that UA has to explain this new slogan to the people it is aimed at nor that it has failed to convey the intended message. . . . Maybe it will turn out that this slogan is, indeed, widely misunderstood, and maybe it will turn out that it's a "dud". But that remains to be seen.
This would be a more factually accurate slogan.
UA is clearly trying to virtue signal and assert its moral superiority. This may indeed be an effective ad campaign strategy, if backed up by facts on the ground (and in the air).
Yet in its treatment of lifetime lounge members, UA clearly fell far behind AA and DL, making its advertising claim to be a force for "good" ring hollow indeed.
If the public becomes aware of or experiences other instances where UA lies, cheats, or steals, this ad campaign could backfire -- badly.
Over promising in the moral sphere is even worse than breach of implied expectations in business class dining, which most customers don't experience anyway. (Admittedly, far fewer are lifetime United Club members.)
Good leads the way, indeed. Yet unless some ethical leadership is implemented at UA, it might lead away from United Airlines.
Right now UA is the most dishonest of the big three.
Last edited by SPN Lifer; May 18, 2022 at 5:14 am
May 18, 2022, 7:27 am
#88
Join Date: Aug 2007
Location: Chicago: ORD, MDW
Programs: United Million Mile Flyer, Hilton Silver, Marriott Gold, DL, AA WN
Posts: 514
Would I like United to provide the best customer service at every level? Sure, but let's face it. United is not advertising to those of us who have been around a long time.
I have been flying United for a long time - since before the advent of Mileage Plus in 1981. I am a Million + Miler, and I have lived through the glory days and the not so good days of loyalty programs. No matter how much I crave the rewards of loyalty and the service of the past, those days are gone. These days I am happy with just the basics: get me to my destination safely and near to scheduled arrival time. While flying is no longer "fun", and mileage runs are a thing of the past for me, I am thankful for what perks I still get - like early boarding, free bags, occasional upgrades, a good schedule of destinations that I want to go to when I need/want to, and an occasional full can of Diet Coke! Plus, I have discovered Amtrak, which I know also has its challenges - just like every other transportation provider.
In an age when Southwest, Spirit, and Frontier top popularity lists, United apparently wants to attract at least some of these people through a national advertising campaign.
I have been flying United for a long time - since before the advent of Mileage Plus in 1981. I am a Million + Miler, and I have lived through the glory days and the not so good days of loyalty programs. No matter how much I crave the rewards of loyalty and the service of the past, those days are gone. These days I am happy with just the basics: get me to my destination safely and near to scheduled arrival time. While flying is no longer "fun", and mileage runs are a thing of the past for me, I am thankful for what perks I still get - like early boarding, free bags, occasional upgrades, a good schedule of destinations that I want to go to when I need/want to, and an occasional full can of Diet Coke! Plus, I have discovered Amtrak, which I know also has its challenges - just like every other transportation provider.
In an age when Southwest, Spirit, and Frontier top popularity lists, United apparently wants to attract at least some of these people through a national advertising campaign.
May 18, 2022, 10:03 am
#89
Join Date: Jul 2013
Programs: DYKWIA, But I'm a "Diamond Guest" UA 1K/2MM
Posts: 2,258
There is nothing "Good" about what UA did to its lifetime United Club members.
Lifetime Member Edition: UC access changes Nov 1, 2019 (same day BP on UA or partner)
Lifetime Member Edition: UC access changes Nov 1, 2019 (same day BP on UA or partner)
Or they could just invert the Google slogan, and make it "Don't be good". Or they could steal the Delta slogan, "We get you there," except show a passenger picking up a bar of soap...
Last edited by porciuscato; May 18, 2022 at 7:18 pm