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.

According to the company’s creative director Dave Hodge, “We had 7 world instrument specialists, plus an orchestra, different instruments from different cultures, and seven scenes to coordinate. To make this sound like one fluid piece of music, we had to be on set to ensure that the sync between the actors’ movements playing the music work seamlessly with exact fluid camera moves at precisely the right time.”

The campaign has received positive reviews so far. The Chicago Business Journal talks about a “lushly-produced spot vividly illustrates the carrier’s overarching marketing theme of connecting people from around the world.”

Inc talks about the ad being “almost a throwback to a time gone by, when airlines presented a fantasy and passengers wanted to believe it.”

Meanwhile, leading aviation blogger ‘Live and let’s fly’ concludes:

“I love this ad so much and think it sends a far more powerful message than an ad focusing on United’s Polaris lounges and business class seating. This reaches more people and reminds us all of just how fortunate we are to live in an era in which we can get almost anywhere in the world on a commercial airline.”

As well as YouTube, the spot is running on TV, social, and in-flight.

United Crowdrise campaign

Last month, United Airlines launched a “Crowdrise” campaign in response to late Summer and Autumn hurricane and typhoon disasters in the US and Pacific.

The campaign supports victims affected by by Hurricane Florence, Typhoon Mangkhut, flooding in Western Japan, wildfires in California and other disasters.

Donations will support the airline’s relief partners that provide assistance in the U.S. and internationally.

United has pledged to match the first $50,000 raised and provide up to a total of 5 million bonus miles to give to individuals who make donations of $50 or more.

At the time of writing, over $300,000 has been raised in the campaign.