United Airlines: Changing the legacy of discontent

United Airlines, a major US airline, leveraged newly appointed CEO Oscar Munoz's first 100 days by launching a three-phased plan with the objective of creating and demonstrating a cultural shift at the airline.

Campaign details

Advertiser: United AirlinesAgency: Edelman

Situation Analysis

On the brink of the five-year anniversary of United Airlines' merger with Continental, the company's reputation among customers and employees continued to decline. CEO Jeff Smisek's abrupt resignation in connection with the company's previously disclosed internal investigation, related to the federal investigation associated with the Port Authority of New York and New Jersey, further fueled discourse among disgruntled employees, frustrated customers and a media that was quick to point out the failures of the merger. Newly appointed CEO Oscar Munoz quickly seized the opportunity to create change. With a...

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