UNITED BREAKS ADS NEW BRANDING CAMAPIGN

Carrier to 'Reinvigorate' Image After Averting Mechanics' Strike

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NEW YORK (AdAge.com) -- United Airlines, Elk Grove Village, Ill., after a labor pact that averted a mechanics' strike, launches a TV and print campaign March 12 with a heavy run during CBS' NCAA basketball tournament telecasts.

The effort features United employees but adds unscripted comments by customers about the carrier.

"It's geared around reinvigorating the United brand and starting off 2002 afresh," said Jerry Dow, United's director of worldwide marketing communications.

Publicis Groupe's Fallon, Minneapolis, handles.

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