United Airlines Corp.: Rising campaign
Susan SalterOVERVIEW
"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1990s. The airline industry developed a decidedly negative public image because of deregulation, delayed takeoffs, lost baggage, cramped seating, and unsatisfactory customer service. A subsidiary of the UAL Corporation, United Airlines was the world's largest carrier, and its executives felt compelled to turn a new face toward fed-up consumers. After an exhaustive consumer research study, the airline began to revamp its positioning. United...