United Airlines assigns seats; rival Southwest Airlines does not. That distinction is the basis of United’s new digital ad campaign that pokes fun of Southwest’s “C” boarding group—the last travelers to board its planes.
Just in time for the holiday travel season, the Chicago-based United rolled out a series of digital ads this week that direct viewers to “NotGroupC.com.” There, travelers are invited to sign up for a call that will remind them to check in for Southwest’s C group—and also tout United’s assigned seat program. If Southwest travelers don’t remember to check in exactly 24 hours before their flights, they are often stuck in the last boarding group.
“We’re sounding a light-hearted alarm to remind travelers who may not choose United that there’s an easier way to travel,” said Maggie Schmerin, managing director and head of global advertising and social media at United, in a statement. “Ideally, the next time these travelers are flying, they won’t need to check in 24 hours before or risk being in Group C, because they will have chosen to fly with United and not one of our competitors.”