Emerge from bankruptcy
United has talked for months about a
"Ted" is a riff on the last three letters of United's name.
"Although Ted will be a United branded product, it has been designed with a unique name and personality all its own," said John Tague, executive vice president for customer relations for United. "United chose the name Ted to emphasize that the service is an essential, integrated part of the company."
United, through its creative agency, Publicis Groupe's Fallon Worldwide, Minneapolis, began a buzz-marketing campaign in the Denver area last month that included signs and bumper stickers advocating "Ted" and a Web site named Meetted.com. "Ted" even purchased dinner for a group of patrons at a Denver restaurant one night, and on a different night bought dessert for everybody at a branch of the Cheesecake Factory chain.
"The consumer response to our initiatives and the Meetted.com Web site has been phenomenal," Mr. Tague said.
Ted will begin flying customers in February 2004 with service from Denver to Reno, Las Vegas, Phoenix, New Orleans, Tampa, Orlando, Ontario (California) and Fort Lauderdale, a new market not previously served by United. Beyond Denver, Ted will also offer service between Las Vegas and Los Angeles, Las Vegas and San Francisco, and San Francisco and Phoenix.