United Returns to the Tube

CHICAGO United Airlines returns to TV advertising for the first time in about a year with new spots that promote its “Go. Go. Stay” fare promotion.

The commercials, scheduled to air for 10 days, starting tomorrow, in eight markets, tout a tie-in with Hilton Hotels Corp. In the promotion, consumers who fly on United will be eligible for one free night at participating Hilton Family hotels, including its Conrad, Doubletree and Embassy Suites brands. The spots were created by Fallon in Minneapolis.

The work will air in United’s five hub markets—Chicago, Denver, Los Angeles, San Francisco and Washington—as well as in Seattle, Boston and New York.

“We are taking our message to television because this is a fantastic offer,” said John Tague, evp, customer for the Elk Grove Village, Ill., air carrier. “We want all United customers to benefit from it.”

The campaign will include national and local newspaper print advertising and a radio spots running in Denver and Chicago. Spending was not disclosed. United spent about $60 million last year on media expenditures, according to TNS Media Intelligence/CMR.