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United Airlines introduces reinvigorated brand

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.

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.  

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.

New Livery Unveiled

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.

“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.”

The new livery establishes a consistent look across United’s integrated product portfolio, from its planes to EasyCheck-In terminals to  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.

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.

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.

Global Brand Campaign Debuts

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.

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.

“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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20 February 2004