United Airlines Debuts First Major Campaign In Years, Celebrating Employees
By Alexa Heah, 17 May 2022
In its first major campaign since 2013, United Airlines is focusing how its employees do “the right thing” for customers and communities, with over 60 staff members featured throughout the advertisements.
The Good Leads The Way campaign, produced by creative agency 72andSunny, highlights the airliner’s contributions in areas of customer service, diversity, and sustainability, and how it’s emerged as “a force for good” along the way.
“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,” said United CEO Scott Kirby.
“This campaign serves not only as an exclamation point on our recent actions, but also as a commitment to how United Airlines intends to show up in the future,” he added.
Interestingly, no two pieces in the creative campaign are the same, with each telling its own inspiring story about how employees, customers, and communities come together to make a difference.
The anthem film features a patchwork of employee and passenger-sourced images and clips as it tells the story about the airliner’s mission to do good, not only on its planes but around the world.
It will be backed up with out-of-home and digital advertisements that each showcase a piece of the story, from major milestones to small yet impactful moments with passengers to “authentically document” these inspirational moments.
Beginning this week, the advertisements will be appear onboard United aircraft, in airport terminals, and across all media channels nationwide.
“As the industry emerges from the pandemic, we are entering a historic new era of commercial travel, which makes it the right time to unveil our ambitious ‘Good Leads The Way’ campaign,” summed up Josh Earnest, United’s Chief Communications Officer.
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