United Airlines has debuted a new brand campaign, featuring the iconic “Fly the Friendly Skies” tagline, reinterpreted for today’s travellers. The new campaign, United’s biggest in more than a decade, is based on feedback from customers that “user-friendly” today means the combination of service, technology and product enhancements. United has designed its investments in its global route network, new aircraft, onboard features, customer service and digital channels to be “flyer-friendly.” The new television commercials and print ads are available at .

“‘Flyer-friendly’ resonated in feedback from our customers and co-workers,” said Tom O’Toole, United’s senior vice-president of marketing and loyalty and president of MileagePlus. “Our new brand campaign expresses the customer focus of all of United’s investments.” The new campaign includes network, cable and spot television, radio, magazine, newspaper, out-of-home and digital advertising, plus social media. All of the United co-workers shown in the advertising are actual United employees.

Since 2010, United has been working on its promise to build the world’s leading airline, investing in its aircraft, airport facilities, reliability and customer service. The airline has:

!!! Completed installation of premium-cabin flat-bed seats on every scheduled long-haul international flight from the continental United States, with more aircraft offering flat-bed comfort and personal on-demand entertainment than any US airline.

!!! Expanded Economy Plus seating to include nearly 800 aircraft, offering extra-legroom economy seats and giving travellers more space to work and relax.

!!! Deployed Wi-Fi on nearly 100 aircraft to date, with some 30 aircraft being outfitted with satellite Wi-Fi each month and nearly all of United’s worldwide fleet on schedule for completion in 2014.

!!! Increased overhead storage on most of the airline’s 152 Airbus aircraft.