First national brand advertising campaign in
nearly a decade highlights recent actions dedicated to customer
service, diversity and sustainability and captures the optimism
fueling United's future ambitions
Employees play a starring role, with more than
60 featured in the 150 pieces of advertising creative
Launch coincides with new era of commercial
travel and historic uptick in demand leading into summer travel
season
CHICAGO, May 16, 2022
/PRNewswire/ -- United Airlines today launched a new, national
campaign – "Good Leads The Way" – that tells the story of United's
leadership in areas like customer service, diversity and
sustainability, and captures the optimism fueling the airline's
large ambitions at a time of unprecedented demand in air
travel.
"In the past few years, United has emerged as a force for good
and an industry leader," said United CEO Scott Kirby. "We're taking actions that inspire
pride among our employees and customers – everything from historic
investments to fight climate change and training more women and
people of color to become pilots to getting rid of change fees and
upgrading our fleet with 500 new planes. This campaign serves not
only as an exclamation point on our recent actions, but also as a
commitment to how United Airlines intends to show up in the
future."
The national campaign is United's first, fully integrated,
national brand advertising campaign in nearly a decade and was
developed in partnership with creative agency of record 72andSunny.
It includes more than 150 different pieces of video, digital,
social and out-of-home content and features more than 60 real-life
employees, the most ever featured in a single United content
series.
Starting this week, people can see Good Leads The Way content
onboard United aircraft and in airport terminals as well as in
television spots, streaming platforms, billboards, across social
media and through unique, contextually relevant and unexpected
spaces. This launch coincides with the kickoff of the summer travel
season and a historic increase in demand – United's April seat fill
in was the highest ever for a non-summer month, with 88 percent of
seats occupied.
The Campaign
Each distinct piece across the integrated
creative campaign represents a page in United's brand identity
story, and aims to deliver inspiring ads with engaging storytelling
around customer, employee and community benefits. No two pieces are
the same, from anthemic film to dynamic live billboards counting
the number of connections saved on United.
"At the heart of everything we do and say at United – every
decision – is doing the right thing. That's why, even at the depths
of the pandemic, we didn't dodge the tough questions facing our
business. We confronted them head-on with optimism and a
determination to be a force for good for our customers and the
communities we serve," said United chief communications officer
Josh Earnest. "As the industry
emerges from the pandemic, we are entering a historic new era of
commercial travel, which makes it the right time to unveil our
ambitious 'Good Leads The Way' campaign."
Creative highlights include:
- Anthem Film: In its hero video, United puts an emotional
stake in the ground around the intention and impact of Good Leads
The Way. The film features a patchwork of employee and
passenger-sourced photos and videos, as well inspirational scenes
shot for the campaign, as a narrator tells the true story of an
airline on a mission to be a force for good on their planes and in
the world. It will be featured within a national broadcast campaign
and on broadcast in local hub markets.
- Out of Home: While the anthem tells the full story, each
piece of out of home represents a different chapter, from major
milestone actions to small, impactful moments with passengers. The
imagery includes a mix of inspirational moments to authentically
document United employees and passengers. The out of home campaign
includes large-format outdoor and in-airport placements within
United hub markets.
- Digital/Social: Leveraging a social-first approach to
truly engage audiences where they are, the storytelling continues
via bite-size content, like social videos and a pithy Twitter
thread. Additionally, employees get their own custom Instagram
sticker to showcase their pride. The social campaign will live on
owned and paid social and digital channels.
How Good Leads The Way at United
For Employees
- Careers, not just jobs: United offers competitive pay and
benefits, the chance to grow, and flight privileges to see the
world
- Only major U.S, airline with its own pilot training school:
United Aviate Academy
- New, state-of-the-art inflight training center opening this
year in Houston
- World's largest flight training center in Denver
- Surprised active employees with a special award of $1,000 each last fall
- First major U.S. airline to roll out an employee COVID-19
vaccination program
For Customers
- 500+ new aircraft - and hundreds of plane upgrades – by 2026,
with features like larger overhead bins, screens in every seatback,
Bluetooth connectivity and fast Wi-Fi
- First major global U.S. airline to eliminate change fees on
most tickets
- Helped more than 288,000 customers and counting make their
connecting flight this year via United's exclusive ConnectionSaver
technology
- This summer, United will serve more transatlantic destinations
than every other U.S. carrier combined and be the largest airline
across the Atlantic
- The award-winning United app brings ease to customers, through
features that allow you shop by map, get the latest trip details,
plan trips with friends and makes travel easier for people with
visual disabilities.
For Our Communities
- Hiring more than 50,000 people in the next five years,
providing unionized, well-paying careers as pilots, flight
attendants, agents, technicians, and dispatchers
- Will aim to train 5,000 new pilots by 2030 through the United
Aviate Academy, with the goal that at least half will be women and
people of color
- Invested more in sustainable aviation fuel production than any
other airline in the world
- In 2021, United donated more than $10
million in cash and in-kind contributions to non-profits
across the country and worked with its customers to donate another
100+ million miles to charities that depend on travel
- Industry-leading investments in electric aircraft designed to
help us reduce our greenhouse gas emissions
- Committing to reduce our greenhouse gas emissions by 100% by
2050, without relying on traditional carbon offsets
For more information, visit united.com/goodleadstheway and
download media assets here.
About United
United's shared purpose is "Connecting People. Uniting the
World." From our U.S. hubs in Chicago, Denver, Houston, Los
Angeles, New
York/Newark, San Francisco and Washington, D.C., United operates the most
comprehensive global route network among North American carriers.
United is bringing back our customers' favorite destinations and
adding new ones on its way to becoming the world's best airline.
For more about how to join the United team, please
visit www.united.com/careers and more information about
the company is at www.united.com. United Airlines Holdings, Inc.,
the parent company of United Airlines, Inc., is traded on the
Nasdaq under the symbol "UAL".
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SOURCE United Airlines