After many years of spending many millions of dollars on forgettable advertising, United Airlines has re-introduced its "friendly skies" tagline. Through all the years that United was trying to create other branding messages, the "friendly skies" line wouldn't go away. That's the power of a strong brand. Pilots mentioned the friendly skies in their public address announcements ... as did flight attendants. Why the airline ever abandoned the line is a mystery to me. Sometimes marketers just get tired of a positioning line, even though it is incredibly well-entrenched in the consumer's mind.
The new campaign attempts to make the "friendly skies" mean something in terms of routes, in-flight service, equipment. on time performance and other attributes. That's a nice evolution for the campaign.
The hard part is living up to the promise. Let's see how friendly the skies really are.
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