Hasta La Creative!

United is resurrecting its iconic “Fly the friendly skies” tagline after a long hiatus, but this time it’s seeking to connect the familiar phrase more closely with customer service.

McGarryBowen sought to contemporize the tagline, which was first introduced in the 1960s, for the new campaign. “We realized we couldn’t just resurrect it,” said Gordon Bowen, chairman-chief creative officer at Dentsu’s McGarryBowen, which has handled the account since 2011. “We had to reinvent it. Today’s air travelers require more, so we redefined the tagline through the lens of what customers nowadays are expecting.”

Mr. Bowen said that includes a “flyer-friendly” airline that delivers on consumers’ needs like global Wifi, convenience through features like multiple power-charging outlets on planes, more destinations than any other airline, more legroom and more non-stop flights.

Continue reading at AdAge.com