United Airlines Corp.: Ted Launch campaign
Mark LaneOVERVIEW
In 2002 UAL Corp.'s United Airlines was forced into bankruptcy by years of dwindling profits compounded by the terrorist attacks of September 11, 2001, which left the airline industry in disarray. Though United remained the world's number two carrier, it faced particularly daunting challenges as a full-service airline, given the growing consumer shift to low-fare, one-class airlines. A critical part of the company's strategy for exiting bankruptcy, then, was the launch of a low-fare subbrand called Ted, whose name was derived from the last three letters of the flagship brand. Rather...