In the name of good customer service, United Airlines decided to return to its roots by relaunching its iconic “Fly the Friendly Skies" tagline, which has been re-interpreted for today’s travelers. The famous tagline had not been used since 1996.
The new brand campaign is based on feedback from customers that “user-friendly” today means the combination of service, technology, and product enhancements. United has designed its investments in its global route network, new aircraft, onboard features, customer service, and digital channels to be “flyer-friendly.”
The new campaign includes network, cable and spot television, radio, magazine, newspaper, out-of-home and digital advertising, plus social media. All of the United co-workers shown in the advertising are actual United employees.
United Airlines spokesperson Mary Clark told Loyalty 360 that the “Fly the Friendly Skies” tagline has been reinterpreted in the new brand campaign to include the elements that travelers today say they want in a “flyer-friendly” airline.
“In developing the campaign, United interviewed travelers around the U.S. and in other countries to determine what’s important to them,” Clark explained. “Customers said that a ‘friendly’ airline offers a combination of great customer service, products they value, and technology that offers them more choice and control.”
Clark said the new advertising emphasizes United’s investments in service, comfort, technology, and route network.
“The investments we’ve been making in our product, service, and people in order to deliver on our promise to build the world’s leading airline have already had a positive impact on the overall customer experience,” Clark added. “This is the right time to let our customers know that United is committed to being a flyer-friendly airline.”
The new United television commercials feature Gershwin’s classic “Rhapsody in Blue,” the musical score for United since 1987, and are narrated by actor Matt Damon. They begin airing nationally on Sunday – including during NFL football, the PGA Tour Championship, and the Emmy Awards – and continue throughout the week during the prime-time premieres of popular network shows like “Modern Family” and “Saturday Night Live.”
The first television spot, Orchestra, introduces “flyer-friendly” and features musicians playing “Rhapsody in Blue” while seated on a United aircraft. The spot showcases the space available in United BusinessFirst and United Economy Plus and in the airline’s enlarged overhead bins, while spotlighting United co-workers in the cockpit and the cabin.
A second spot, Taxi, shows drivers taking United customers to various airports around the world, displaying the breadth of United's global route network.
A third, Built Around You, shows the features of United’s cabins – extra-legroom Economy Plus seating, flat-bed seats in United BusinessFirst, in-seat power and seat-back in-flight entertainment – being configured around customers on board.
The fourth, Satellite, highlights the company’s global satellite Wi-Fi now on many aircraft and rolling out fleetwide, which offers customers access to in-flight Internet connectivity over the oceans and almost anywhere in the world where United flies.