MICHAEL HAUSSMAN’S “ORCHESTRA” FOR UNITED AIRLINES FEATURED IN NEW YORK TIMES

Written By Helena Traill

Old Slogan Returns As United Asserts It Is Customer-Focused

By  JANE L. LEVERE SEPT. 20, 2013

AFTER almost a 20-year hiatus, United Airlines is once again urging travelers to “fly the friendly skies.”

The iconic tagline, created by Leo Burnett in 1965 and used by the carrier until it parted ways with the agency in 1996, has been resurrected in a multimedia ad campaign by McGarryBowen that is United’s largest in decades. The campaign also features George Gershwin’s “Rhapsody in Blue,” music United has been using continuously in advertising since 1987.

The campaign — which begins Sunday on broadcasts of N.F.L. football games; the PGA Tour championship; the season premiere of “60 Minutes” and the Emmy Awards program — contains a refreshed, 21st-century version of the tagline.

Click here to read the article.

Helena Traill

Founder of nooh Studio, Helena is a Central Saint Martins Graphic Design alumni and now studying a part time Masters in Healthcare and Design at The Royal College of Art. She writes about graphic design, branding and storytelling. Follow along for frequent updates on Linkedin.

https://noohstudio.com
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