VC10er
Topic Author
Posts: 2196
Joined: Tue Feb 20, 2007 6:25 am

Any Word Of United's Advertising Launch?

Tue Oct 25, 2011 12:48 am

I know that from the time of a brief to the agency to launch can take a lot of time, especially if the agency is sent back to the drawing board a few times before hitting it...not counting the extensive research that is often done. But I have my fill of these bad graphic print and "out of home" ads with undifferentiated headlines. And I still dont get "it's time to fly"? It should be "it's time to finish reconfigurations"

Is there word of breaking advertising? Must they wait until there is one entity? Self imposed or legally?
Gosh I hope they are as creative and moving as the illustrations were!
The world is missing love, let's use our flights to spread it!
 
rising
Posts: 166
Joined: Thu May 13, 2010 12:59 pm

RE: Any Word Of United's Advertising Launch?

Tue Oct 25, 2011 5:31 am

Quoting VC10er (Thread starter):

Is there word of breaking advertising? Must they wait until there is one entity?

There is no legal bar from them doing joint advertising- that is a myth that has been on A.net for too long and it goes back to a lot of misunderstanding about an SOC and what it means. Your question boils down to the technology integration. You have United on Apollo, moving to Continental's Hewlett Packard SHARE system in March 2012. That's when you will really see the rubber hit the road.

As an example of why they need to wait, let's say they changed over all of Continental's signage today to United (they have every legal right to do so) and launched a full-blown customer ad campaign so as to eliminate in customers mind any existence of Continental. It would be a customer disaster because United's and Continental's computer system can't talk to each other. People would show up to the "United" Check-in desk only to find that they could really only go to certain computers depending on the subsidiary doing the actual route. It would be a mess. Smisek has pointed out that already they get a lot of upset customers because the "plane says United, but I can't use the United counter." Imagine if there was only a United-branded check-in desk!

Next year, you should see the advertising as they will have one brand to channel customers to with one single computer system. Plus they will have a new agency. They are already however building the combined United brand awareness with "not at the airport" items such as the Facebook pages combined, United Airlines branding throughout Houston, Newark, Cleveland, etc.

Below is a link to a story that talks about it in more detail. I hope all is well VC10er. Safe travels.

http://www.tnooz.com/2010/12/23/news...tions-system-and-transition-to-hp/
If it doesn't make sense, it's because it's not true.
 
VC10er
Topic Author
Posts: 2196
Joined: Tue Feb 20, 2007 6:25 am

RE: Any Word Of United's Advertising Launch?

Tue Oct 25, 2011 2:08 pm

Quoting rising (Reply 1):

dear rising,

Thank you so much for such a great explanation and so detailed. I get it as it has already happened to me once where I attempted to check in at UA but was then sent to a different terminal to check in at CO. I was lucky I had the time to take the train at EWR. Yet, my corp travel itinerary clearly printed the wrong terminal...so the big travel agents don't even know where to tell you to check in!

I can only imagine the confusion fliers must have that don't follow the merger developments.

Is your name from the United Rising slogan? I was a big fan of that campaign. The post 9/11 TV ads United ran with real employees brought a tear to my eye.

all the best, R
The world is missing love, let's use our flights to spread it!
 
Rdh3e
Posts: 2768
Joined: Wed Mar 30, 2011 2:09 pm

RE: Any Word Of United's Advertising Launch?

Tue Oct 25, 2011 2:52 pm

I don't have any details, but I think it will be 1Q12 around the PSS merge. I know they are keeping the details on absolute LOCKDOWN, ie less than 10 people at UA actually know the entire package, and they are VERY excited about it.
 
tommy767
Posts: 4658
Joined: Sat Aug 09, 2003 12:18 pm

RE: Any Word Of United's Advertising Launch?

Tue Oct 25, 2011 3:11 pm

Quoting rdh3e (Reply 3):

Good! I hope it's a home run. They are going to need it against Delta, which has had an amazing brand transformation over the last few years. The 2010 launch of the Delta TV ad slots are particularly moving and effective.

I think Q1 2012 is when we are probably going to see the initial stages of a campaign launch. New oscar ads anyone??
"KEEP CLIMBING" -- DELTA
 
FriendlySkies
Posts: 3540
Joined: Fri Aug 13, 2004 3:57 pm

RE: Any Word Of United's Advertising Launch?

Tue Oct 25, 2011 4:40 pm

Quoting TOMMY767 (Reply 4):
I think Q1 2012 is when we are probably going to see the initial stages of a campaign launch. New oscar ads anyone??

Maybe they'll splurge on a Superbowl ad a la 1994. I am very excited about whatever this new campaign is, it could not possibly be as bad as the pathetic "advertising" they have now...
 
rising
Posts: 166
Joined: Thu May 13, 2010 12:59 pm

RE: Any Word Of United's Advertising Launch?

Tue Oct 25, 2011 6:38 pm

Quoting VC10er (Reply 2):
Is your name from the United Rising slogan?

Yes, I liked the campaign and have been a long-time United customer, though I fly other airlines quite often. Let's hope they come up with another great slogan next year!
If it doesn't make sense, it's because it's not true.