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No more friendly skies
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Oct. 11 (Reuters)
UAL CORP's United Airlines plans to abandon its "Rising"
marketing campaign launched in 1997 as the adverstising targeted at
business travelers was not as effective as expected, according to a
report in Tuesday's Chicago Tribune. The Chicago Tribune also reported
that United said its two major advertising agencies, Fallon McElligott in
Minneapolis and YOUNG & RUBICAM Advertising in New York, are developing
campaigns for the domestic market. These new ads may not include a new
tagline to replace "Rising," the report said, quoting unnamed advertising
industry executives. Officials at UAL were not immediately available.
We've been saying it all along, and in May 1997, UAL
finally got the message. Their "UAL Rising"
ad campaign was designed
to convince the public that the airline was aware of their problems and
making efforts to improve. However, it did nothing of the sort.
According to USA Today, the "Rising" campaign was rated the second
worst advertising program for 1997.
In a quote right out of
United's own press release:
United officials admitted that the carriers' own customer service falls
short of the mark desired by business travelers and announced it has
used the findings to develop a new customer-driven initiative it hopes
will revolutionize air travel in the next five to 10 years.
Here's a simple initiative we've been proposing: How about listening
to your passengers' suggestions and complaints?
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Last update Monday, October 25, 1999.
Copyright © 1999
Jeremy Cooperstock. All Rights Reserved.
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