UNITED AIRLINES TO ROLL OUT 'TED'

New Low-Fare Carrier to Debut in February

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NEW YORK (AdAge.com) -- UAL Corp.'s United Airlines yesterday said that "Ted" will be the name of its new low-fare carrier, which will debut in February with flights from its Denver hub.

Emerge from bankruptcy
United has talked for months about a

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low-fare carrier being one of the components that would help it emerge from bankruptcy. "Ted" will compete in the western market before being rolled out nationally to compete with JetBlue, Southwest and Song, Delta Air Line's low-fare carrier that debuted in April.

"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."

Buzz-marketing campaign
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.

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