United Airlines has launched its first major national ad campaign in nearly a decade with a new catchphrase, “Good Leads The Way.”
United Airlines “Good Leads The Way” Ad Campaign
We’ve seen a lot of good at United Airlines in the last few years, including:
- Elimination of most change fees
- ConnectionSaver technology to hold flights for late-arriving passengers while keeping arrivals on-time
- Industry-leading mobile app
- Expanding worldwide route map
And there is more to look forward to, including:
- 500+ new aircraft plus interior upgrades on existing aircraft
- Faster wi-fi onboard and seatback screens on every narrowbody plane
- Upgraded airport terminals and club lounges
- Supersonic travel by the end of the decade
Frequent flyers of United have also seen better service of late, something I’ve noticed and appreciated (it has been quite some time since I’ve run into a hostile FA). Employees who are empowered to provide great service to passengers are much more likely to take pride in their jobs and offer the sort of service that wins loyalty. I just experienced an absolutely wonderful flight from Honolulu to Chicago with superb service onboard.
Beyond that, United Airlines has invested in its employees and communities, culminating in a new era of good feelings for United and a new campaign with the slogan, “Good Leads The Way.”
United CEO Scott Kirby provides context for the new ad:
“In the past few years, United has emerged as a force for good and an industry leader. 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.”
New United Airlines Ads
Here is the main new ad, a 60-second spot that will air onboard, in airports, and in some media markets:
United has also created many 15-second videos highlighting different aspects of its service:
There are also print ads:
The ad campaign certainly has a progressive flair, brandishing United’s “woke” credentials, but also highlights the sort of service, reliability, and route network that will appeal to every passenger.
My Thoughts On The New Ad Campaign
I like the ad campaign and think it nicely captures the new spirit at United. Pointing out the great strides United has made on the customer-service side over the last few years and will continue to make in the years ahead are helpful, particularly for those passengers who may have walked away form the Smisek or Tilton-era United. United is a very different airline than it was just a few years ago.
That said, I believe nothing can top the “It’s Time To Fly” campaign and think United could have re-used ads likes these, which would appeal to a whole new generation:
United Airlines has debuted a new ad campaign with the slogan, “Good Leads The Way.” The new ad campaign strategically showcases the progress United has made and is continuing to make while arguing United is great for customers, employees, and the communities it serves.
What are your thoughts on United’s latest ad campaign?