Fallon Touts Airline’s Fly Free Promo

CHICAGO United Airlines returns to advertising this week with a new print effort in national newspapers promoting the company’s summer promotion of a free round-trip ticket after three paid round-trip flights.

Print ads, developed by Fallon in Minneapolis, target the Elk Grove Village, Ill., airline’s core business customers. The ads will appear in national newspapers such as The New York Times, The Wall Street Journal and USA Today. The work will also appear in newspapers in United’s five hub cities, Chicago, Denver, San Francisco, Los Angeles and Washington, D.C., as well as in three non-hub markets: San Jose, Calif., Boston and Seattle.

The ads maintain the “We are United” tagline developed by Fallon after the Sept. 11 terrorist attacks and formalized in a March 2002 campaign. Radio and outdoor will be part of the campaign, but television is not planned.

Spending for the campaign was not disclosed. After filing for Chapter 11 bankruptcy late last year, United’s advertising recently has focused on fare promotions.