Billboards in downtown Denver have become the latest battleground for two airlines locked in a competitive, sometimes hilarious, struggle for the city’s travelers.
Southwest And United Escalate Advertising Rivalry In Denver
The rivalry between Southwest Airlines and United Airlines in Denver has deepened again after a pair of new billboards appeared stacked above one another in the city center. United initiated this round by installing a billboard that reads that it has “more flights southwest than, well, you know.” The message clearly referenced Southwest Airlines while highlighting United’s growing schedule from Denver International Airport, where both carriers operate large flight networks.
In response, Southwest Airlines placed its own billboard directly above United’s. According to images and descriptions circulating on social media, the Southwest billboard reads “Can’t hear you from up here.” A second line below adds “Flying southwest doesn’t make you Southwest.” Another version says, “These trophies sit united on our shelf,” (with “#1 in Economy Class Customer Satisfaction 4 years in a row” underneath). The positioning of the two ads, with Southwest literally towering over United’s message, quickly drew attention online and on aviation forums.
Denver has long been an increasingly contested market for both carriers. United maintains one of its largest hubs at Denver International Airport, which it calls its most profitable, while Southwest has expanded aggressively in recent years and remains one of the airport’s largest operators by daily departures. The competition has been visible in both scheduling decisions and fare levels on overlapping routes. The billboards underscore a rivalry that has already been playing out through network growth and pricing rather than traditional advertising alone.
> Read More: United Airlines Attacks Southwest Airlines In Denver Ad Campaign
> Read More: Dueling Ads From United Airlines And Southwest Airlines In Denver
The latest billboard exchange mirrors previous marketing skirmishes in other competitive cities, but Denver’s importance as a major growth market for both carriers gives this particular exchange broader significance. United’s message sought to reinforce its scale advantage in the Denver market, while Southwest’s reply emphasized brand identity rather than raw flight numbers. The lighthearted tone of both billboards suggests a willingness by each airline to engage publicly rather than keep the rivalry confined to the route map.
CONCLUSION
The stacked billboards in downtown Denver represent a public and highly visible chapter in the competitive relationship between Southwest and United. With both carriers continuing to build their presence at Denver International Airport, the marketing exchange illustrates the intensity of the battle for market share in one of the country’s fastest-growing aviation markets. Ultimately, all Denver passengers win if United and Southwest continue to invest in trying to outdo each other in the Mile High City.
image: @patrickjamesgarrett / Instagram (screen grab)
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