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United
Airlines (OTCBB: UALAQ.OB) today introduced the company’s reinvigorated
brand, designed to extend a confident, bold new look to United’s products
and services.
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United’s
new branding is marked by a new aircraft livery and a new brand campaign that
will help the airline forge an emotional connection with its most valued
customers -- frequent business travelers.
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The
new livery represents United’s commitment to invest in its Mainline business
to strengthen connections with its core business customers.
With United’s mainline, United Express, Ted and Star Alliance, United
now has a strong portfolio of products under the United brand, providing the
flexibility needed to anticipate and respond to market demand.
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New Livery Unveiled
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At
an employee event today in San Francisco, United unveiled the company’s new
aircraft livery, a bold, yet simple design and color scheme representing the
spirit of the United brand.
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“There
is literally no bigger symbol for the company than our planes,” said John
Tague, executive vice president – Customer.
“This livery moves us away from the gray, sending an important signal
about where this company is headed, with a focus on improving and on providing
our customers with the service and the product that they deserve.”
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The new livery establishes a
consistent look across United’s integrated product portfolio, from its
planes to EasyCheck-In terminals to United.com.
Aircraft with the new livery will have a dark blue belly, a bright
white top, and large, bold ‘United’ lettering printed on the front sides
of the plane.
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In San Francisco, United unveiled
two aircraft with the new livery – a mainline 777, and a United Express
regional jet, parked alongside a new Ted A320 aircraft and a Star Alliance 767
aircraft with Star Alliance’s new livery.
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United’s
restructuring and cost controls have established a firm foundation for further
investment in customers and the brand. United expects that approximately 72
planes will be painted with the new livery by the end of 2004. Only planes
that are due for repainting, or new aircraft that will be delivered to our
United Express partners, will be taken out of service and painted with the new
livery.
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Global Brand Campaign Debuts
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United will debut a new global
brand campaign this month that introduces two high-wattage co-stars: a unique
and elegant visual style and a new tagline, “It’s time to fly.”
The campaign will break in print on February 18, and on television
during the Academy Awards telecast on February 29.
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The
campaign, created by the Minneapolis office of Fallon Worldwide, brings United
Airlines' unique understanding of the frequent business traveler to life in an
unforgettable way.
The television spots highlight vignettes created by award-winning
animators telling poignant stories of business travelers, set to United's
signature music, "Rhapsody in Blue" by George Gershwin.
The print and out-of-home ads use distinctive illustrations to
celebrate the business traveler.
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“Business
travel is too often portrayed negatively,” said Martin White, senior vice
president of marketing for United.
“But those who travel most frequently for business know that frequent
flights and face-to-face meetings are often the only way to ‘get things
done.’ They
also relish leisure travel, so we have incorporated a leisure travel message
into some of the ads.
The new campaign is a tribute to the ‘can do’ spirit we share with
our customers and underscores the value that United Airlines alone can bring
to the travel experience.”
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More.....
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United Airlines introduces reinvigorated brand
