Twelve Big Ideas - United Airlines: Fly The Friendly Skies of United

Dewitt L. Jones from Leo Burnett speaks at the 1966 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) about the 'Big Idea' behind United Airlines' 'Fly the Friendly Skies of United' advertising campaign, which increased profits by nearly 66% in six months.

Twelve Big Ideas - United Airlines: Fly The Friendly Skies of United

Dewitt L. Jones

The subject of today's session is "The Big Idea".

The company I am going to talk about is United Air Lines.

When you put these two together, the biggest idea of all took place one morning in April in 1926 when a fragile bi-plane lifted from the ground at Pasco, Washington, and headed for Boise, Idaho. For this was the first commercial flight of a company called Boeing Air Transport, one of the four air lines which were to become United Air Lines, which was...

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