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By Ellen Rooney Martin and Michael McCarthy
NEW YORK–The airline wars are heating up as two major carriers, United and Delta, launch new advertising campaigns that focus on improved services for business travelers.
Fallon McElligott will break its first TV spot May 22 for United Airlines since winning the account last year. The Minneapolis agency will use the theme ‘Rising’ to reposition United. Fallon will trace the history of flight from the Wright brothers to ‘the new United rising’ in the ad, sources said.
Fallon, which had struggled to sell through its first work for United, will not initially use the ‘Fly the Friendly Skies’ theme developed by United’s longtime agency Leo Burnett, Chicago.
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