United Launches Next Phase of Advertising Campaign - "We Are United"
March 12, 2002
New Campaign Features United Customers and Employees
For Immediate Release
(CHICAGO) March 12, 2002 - United Airlines (NYSE: UAL) launched its next phase of national advertising this past weekend. The new television campaign features some of the carrier's most loyal customers and employees.
"The main theme of the new campaign is a reason to believe in United," said Chris Bowers, senior vice president of marketing and sales for United Airlines. "The ads take aim at customers both through the emotional medium of television and by giving them very practical reasons to believe that United is the best airline in their market."
The commercials build on United's existing advertising campaign which United launched in October. 'Adweek' recognized the campaign as one of 'the Best of the Year 2001'. The 30-second and 60-second spots will air during CBS's telecasts of National Collegiate Athletic Association (NCAA) basketball tournament games through March 22nd.
According to Bowers, United held an open casting call and over 1,400 employees showed up to express their pride and confidence in the airline. The resulting spots were unscripted and capture the essence of United employees dedication to serving the customer.
United Features Best Customers
The new commercials feature four of United's most dedicated customers. This effort represents the first time the airline industry has featured customers in an advertising campaign. The customers were nominated by the carrier's customer service representatives and other public-contact-employees.
"We had employees reach out with so many touching stories about customers they deal with on a daily basis; we could have shot hundreds of commercials," said Jerry Dow, director of marketing communications for United Airlines. "Our ad features a couple who met at a Red Carpet Club and sustained a bi-coastal relationship with United's transcon service, and are now married with two children. Another features a two-million-mile customer with plane named after him."
Yesterday, United launched a corresponding print campaign with multi-page insertions in Chicago and other major markets, as well as national papers such as USA Today and the Wall Street Journal. The print campaign will be supported with radio and outdoor advertising.
"The print campaign aligns with the overarching theme," said Jerry Dow. "We give customers rational reasons to believe in United, such as our schedule, our Easy technology portfolio, service advantages and our young aircraft fleet. We've highlighted elements of our products and services that position our advantages over the competition."
United Airlines operates 1,700 flights a day on a route network that spans the globe. News releases and other information about United Airlines can be found at the company's website at www.united.com.
Source: United Airlines
Can't wait to watch the advertisement!