United Airlines Makes Major Advertising Comeback in 2022
Photo Credit: A screenshot from United Airlines' campaign United Airlines
Skift Take
United’s optimistic, holistic approach to branding underpins a shift in aviation marketing towards more positive and inclusive messaging that’s aligned with the market forces finally blowing in airlines’ favor.
United Airlines launched a new era in branding for the company this year when it unveiled its Good Leads the Way marketing campaign, its largest advertising effort in a decade.
It included United touching on themes such as pilot diversity, sustainability, and its efforts to improve customer service. Good Leads the Way was a comeback for the Chicago-based carrier, which, since its last major marketing campaign, has struggled with the fallout from its merger with Continental Airlines, the pandemic and ongoing pilot
