United Says It's 'Time to Fly' | Adweek
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United Says It's 'Time to Fly'

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CHICAGO Looking to emerge from federal bankruptcy federal later this year, United Airlines reintroduces itself to business travelers with a new campaign breaking this week.

The campaign, from Publicis Groupe agency Fallon in Minneapolis, also introduces a new tagline, "It's time to fly," the agency said. The Elk Grove Village, Ill., air carrier has been using its name as a tagline for the past few years.

Print ads, which broke Wednesday in The Wall Street Journal, use illustrations to suggest that the Elk Grove Village, Ill., carrier can help travelers be successful. A television component is scheduled to break on ABC's telecast of the Academy Awards on Feb. 29 and will run in the airline's hub markets such as Chicago, Denver and Los Angeles. The TV ads use animation to tell stories of business travelers meeting success thanks to United.

Spending for the campaign was not disclosed. United had no measured ad spending last year, per Nielsen Monitor-Plus.