New United Ad Campaign: “Good Leads The Way” & branding / website changes
#1
Original Poster
Join Date: Jan 2005
Location: New York, NY
Programs: UA, AA, DL, Hertz, Avis, National, Hyatt, Hilton, SPG, Marriott
Posts: 9,454
New United Ad Campaign: “Good Leads The Way” & branding / website changes
Reportedly, employees are getting a preview today. More to follow.
Unclear if this is to supplement or replace the “Friendly” campaign. I’m sure public release will be soon. (edit: confirmed... see below SFO 1K 's post)
Unclear if this is to supplement or replace the “Friendly” campaign. I’m sure public release will be soon. (edit: confirmed... see below SFO 1K 's post)
Last edited by EWR764; May 16, 2022 at 8:39 am
#2
#3
Join Date: Sep 2000
Location: Denver, CO
Programs: UA 1K 25 years/2MM, Honors LT Diamond, AVIS & Hertz Prez Club
Posts: 4,753
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
"In the past few years, United has emerged as a force for good and an industry leader," said United CEO Scott Kirby. "We're taking actions that inspire pride among our employees and customers – everything from historic investments to fight climate change and training more women and people of color to become pilots to getting rid of change fees and upgrading our fleet with 500 new planes. This campaign serves not only as an exclamation point on our recent actions, but also as a commitment to how United Airlines intends to show up in the future."
The national campaign is United's first, fully integrated, national brand advertising campaign in nearly a decade and was developed in partnership with creative agency of record 72andSunny. It includes more than 150 different pieces of video, digital, social and out-of-home content and features more than 60 real-life employees, the most ever featured in a single United content series.
Starting this week, people can see Good Leads The Way content onboard United aircraft and in airport terminals as well as in television spots, streaming platforms, billboards, across social media and through unique, contextually relevant and unexpected spaces. This launch coincides with the kickoff of the summer travel season and a historic increase in demand – United's April seat fill in was the highest ever for a non-summer month, with 88 percent of seats occupied.
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
"In the past few years, United has emerged as a force for good and an industry leader," said United CEO Scott Kirby. "We're taking actions that inspire pride among our employees and customers – everything from historic investments to fight climate change and training more women and people of color to become pilots to getting rid of change fees and upgrading our fleet with 500 new planes. This campaign serves not only as an exclamation point on our recent actions, but also as a commitment to how United Airlines intends to show up in the future."
The national campaign is United's first, fully integrated, national brand advertising campaign in nearly a decade and was developed in partnership with creative agency of record 72andSunny. It includes more than 150 different pieces of video, digital, social and out-of-home content and features more than 60 real-life employees, the most ever featured in a single United content series.
Starting this week, people can see Good Leads The Way content onboard United aircraft and in airport terminals as well as in television spots, streaming platforms, billboards, across social media and through unique, contextually relevant and unexpected spaces. This launch coincides with the kickoff of the summer travel season and a historic increase in demand – United's April seat fill in was the highest ever for a non-summer month, with 88 percent of seats occupied.
#5
FlyerTalk Evangelist
Join Date: Aug 2015
Posts: 11,471
On first read, this is an advertising campaign highlighting the various "good" things they've been doing over the past few years. To me at least, though, it doesn't seem very coherent; I don't see an obvious connection from improving IFE to diversifying pilot base. So on that, perhaps the ad agency people are getting a bit carried away.
#6
Original Member
Join Date: May 1998
Location: CT/NY
Programs: UA 1K/1MM, AA EXP, Marriott LT Titanium, Hyatt Globalist, IHG Plat Amb
Posts: 6,020
The sub-site is up: https://www.united.com/en/us/fly/com...s-the-way.html
This is an interesting way to integrate ESG (Environment, Social, Governance) messaging as part of an advertisement campaign, not to mention featuring employees instead of actors. Also interesting is the decoupling of the deathstar logo from the wordmark.
Does this mean we are getting a new safety video?
This is an interesting way to integrate ESG (Environment, Social, Governance) messaging as part of an advertisement campaign, not to mention featuring employees instead of actors. Also interesting is the decoupling of the deathstar logo from the wordmark.
Does this mean we are getting a new safety video?
#8
Join Date: Jul 2011
Programs: AA Plat, UA 1K>Plat>moving to Silver
Posts: 2,090
#9
Used to be MBS PremExec
Join Date: Sep 2000
Location: Saginaw, MI (MBS)
Programs: UA 1K 1.9MM, Marriott Titanium w/Lifetime Plat, Hilton LIfetime ♢, National Exec, Amex Plat
Posts: 5,722
Meh....
Is this as cringeworthy as "It's Time To Fly"? There were more than a few F/As who dropped this into their announcements back in the day, and I thought that was tacked on and tacky. I expect more of the same with this one.
Is this as cringeworthy as "It's Time To Fly"? There were more than a few F/As who dropped this into their announcements back in the day, and I thought that was tacked on and tacky. I expect more of the same with this one.
#10
Join Date: Jun 1999
Location: NYC/LA
Programs: DL Plat, AA Plat Pro, Marriott Titanium, IHG Diamond Amb
Posts: 7,489
#11
Join Date: Oct 2009
Programs: UA 1K, Hilton ♦ , Hyatt Carbonado, Wyndham ♦, Marriott PE, "Stinking Bum" elsewhere.
Posts: 5,001
An Ad campaign that touts accomplishments that do nothing to improve the customer experience just shows how out of touch management is with the average flyer. UA is arguably the worst airline in the US for customer service and bragging about their "Good" deeds that have nothing to do with flying just seems tone deaf.
Here's my slogan: Quality, Comfort and Reliability.
Here's my slogan: Quality, Comfort and Reliability.
#13
FlyerTalk Evangelist
Join Date: Dec 2003
Location: USA
Programs: UA Platinum, 1MM
Posts: 13,460
I think the slogan is pretty mediocre. Is "good" as good as it gets as another poster said. The slogan says and inspires and aspires to little. Screams to me some person (or few persons) in some exec position chose this one over the objection of many others (very much happens in corp culture).
Last edited by CApreppie; May 16, 2022 at 11:27 am
#14
Join Date: Dec 2004
Location: BOS<>NYC<>BKK
Programs: UA 4.3MM LT-GS; AA1MM; Amtrak SE; MAR LT TITAN; PC Plat; HIL DIA; HYA GLOB
Posts: 4,393
Or the trifecta of, "It's Time to Fly the Friendly Skies that are Uniting the World."
#15
A FlyerTalk Posting Legend
Join Date: Sep 2002
Location: LAX/TPE
Programs: United 1K, JAL Sapphire, SPG Lifetime Platinum, National Executive Elite, Hertz PC, Avis PC
Posts: 42,231
Let's fix what's broken first then we can talk about ads and stadiums.