United - Fly The Friendly Skies

United - Fly The Friendly Skies

In a bold move back to the past, United has resurrected a tag line to its advertising campaigns not seen since 1996. ‘Fly The Friendly Skies ’ was the iconic message created by Leo Burnett in 1965, which has now been brought back to life in the new multimedia ad campaign by McGarryBowen that is United’s biggest in decades. The campaign also features George Gershwin’s “Rhapsody in Blue,” the identifiable rift United has been using continuously in advertising since 1987.

According to Tom O’Toole, United’s SVP Marketing and Loyalty,

The real aim of the new advertising campaign is to say to say to customers, co-workers and competitors that United is back in the game in a big way.

The series of four videos, which showcase all ot the main areas of improvement – from route network to inflight products – is supported by a standalone website that showcases in further detail the marketing message that the airline is now trying to impart.

The advertising spots, which took primetime slots on US television, was also supported by a large print campaign , including taking over 42nd Street-Bryant Park Station subway station in New York.