United embraces own name as tag in new ads

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United Airlines, Elk Grove Township, Ill., makes its name the tagline in the carrier's much-anticipated successor campaign to the 4-year-old "Rising'' effort. "It's been staring us in the face for 75 years,'' John Kiker, the airline's VP-advertising and communications, told Advertising Age. "I don't know why anyone didn't use it before.'' The new campaign from Fallon McElligott, Minneapolis, places "United'' in catchphrases such as "it's important for the human race to stay United'' or "it's important for people to stay United.'' Like traditional United campaigns, the new work features George Gershwin's "Rhapsody in Blue'' music and has a montage of scenes from places around the globe. But unlike the "Rising'' effort, which targeted business travelers, the new campaign seeks a broader audience with a theme built around bringing people together, or uniting them, and includes several scenes of people partying in public. The campaign, with two 60-second spots and one :30, breaks Jan. 8 during the NFL playoffs. The print effort launches Jan. 10 in USA Today and The Wall Street Journal. The print executions play off the airline's name with phrases such as "Be United'' and "Feel United.'' Fallon remains United's agency after speculation last fall that the airline, said to be dissatisfied with the "Rising'' campaign, would toss the account into review.

Copyright January 2000, Crain Communications Inc.

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