• N14106 United Airlines (Her Art Here-California Livery) Boeing 757-224 (1)
    United Airlines
    IATA/ICAO Code:
    UA/UAL
    Airline Type:
    Full Service Carrier
    Hub(s):
    Chicago O'Hare International Airport, Denver International Airport, Guam International Airport, Houston George Bush Intercontinental Airport, Los Angeles International Airport, Newark Liberty International Airport, San Francisco International Airport, Washington Dulles International Airport
    Year Founded:
    1931
    Alliance:
    Star Alliance
    CEO:
    Scott Kirby
    Country:
    United States

United Airlines has launched its first national advertising campaign in nearly a decade – Good Leads The Way. The campaign captures the carrier’s optimistic outlook, and highlights its focus on sustainability, diversity, and customer experience.

The airline’s employees play a starring role, with more than 60 staff members featured in the more than 150 pieces of campaign material, each telling an engaging story around the airline's identity. The material includes television and digital advertising, social media content, and billboards, with the centerpiece being the main 60-second advert:

Aiming to lead the way

To launch the new campaign, United’s CEO, Scott Kirby, said,

“In the past few years, United has emerged as a force for good and an industry leader. We’re taking actions that inspire pride among our employees and customers – everything from historic investments to fight climate change and training more women and people of color to become pilots to getting rid of change fees and upgrading our fleet with 500 new planes.”

As United bounces back from the pandemic, the airline has been working hard on turning its reputation around, following a series of incidents over recent years that damaged its reputation in terms of customer experience. This turnaround has gathered momentum under current CEO Scott Kirby, who took the reins in 2020.

Also assisting has been Josh Earnest, former press secretary for the Obama administration, who joined United as its chief communications officer in 2018. When speaking about the new campaign, he stated,

“At the heart of everything we do and say at United – every decision – is doing the right thing. That’s why, even at the depths of the pandemic, we didn’t dodge the tough questions facing our business. We confronted them head-on with optimism and a determination to be a force for good for our customers and the communities we serve.”

Good leads the way (2)
The campaign highlights some of United Airlines' sustainability goals. Photo: United Airlines

Living up to its promises

As part of the campaign, United promises to “Do the right thing for our planet, our passengers, and our people.” Let’s take a closer look at what the airline is doing in each of these areas…

Building a more sustainable airline. In addition to traditional carbon offsetting schemes, United is investing more in sustainable aviation fuel than any other airline. It is also looking to add electric aircraft to its fleet in the future, and has committed to investing in emerging sustainable technologies, such as giant fans to remove carbon from the atmosphere.

Diversifying the flight deck. United plans to train 5,000 new pilots by 2030 at its own flying school, United Aviate Academy. The goal is that at least half will be women and people of color.

Good leads the way (1)
United Airlines plans to train 5,000 new pilots, of which at least half will be women and people of color. Photo: United Airlines

Transforming the flying experience. Last summer United announced its largest-ever aircraft order, made up of 50 Boeing 737 MAX 8s, 50 Boeing 737 MAX 10s, and 70 Airbus A321neos. These deliveries will come with a new cabin interior, and the entire existing fleet will also be retrofitted by 2025. The new interiors feature seatback entertainment on all aircraft, Bluetooth connectivity, and larger overhead lockers allowing more full-size carry-ons to be brought onboard.

The airline is also offering more choice than ever to its passengers. This summer, it will operate its largest-ever Transatlantic schedule, with a number of new routes including Newark to Palma and Tenerife, Spain, and to Ponta Delgada, Portugal.

United’s new advertising campaign promises a lot. Only time will tell if the carrier can deliver on those promises for its employees, customers, and communities.

What do you think of United’s new advertising campaign? Share your thoughts by commenting below.

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