UNITED - WORLD ORCHESTRA United Airlines has of course not had the best eighteen months from a reputation point of view, suffering from PR disasters ranging from the David Dao incident, to the death of a dog in an overhead locker. The airline has been trying to claw some reputation points back in campaigns such as the Winter Olympics sponsorship, to the announcement (which we covered in August) that all staff would be trained on how to deal with passengers with intellectual disabilities. In its latest campaign, United is now shifting the focus onto its global reach.
A new ad called “World Orchestra”, shows musicians from around the world playing “Rhapsody in Blue” in sequence, in different destinations. But the twist is that they play it in a destination other than their own. For example, a group of Hawaiian musicians perform in Lisbon, a Japanese flute player performs over the Grand Canyon and a Bavarian Oompah band player appears on a beach in San Francisco. Though the ad itself comes from McGarryBowen New York, the musical side of the campaign was coordinated by Finger Music NY.
11 | Airline Marketing Monthly - November 2018
