Strategy in Action
Where Brand Strategy Meets Real-World Impact
These initiatives were designed with a single through-line: Support the communities that matter, build genuine brand affinity, increase awareness in meaningful ways, and give consumers a reason to choose — and stay loyal to — the brands they should love.
ADVERTISINGThe New York Times
'Fly the Friendly Skies' Returns
United Airlines revived its iconic 'Fly the Friendly Skies' slogan as part of a broader brand repositioning effort to signal a renewed commitment to customer experience — earning coverage in The New York Times.
SPONSORSHIPWBBM Newsradio
Chicago Bears Take Over Terminal 1
To celebrate the Chicago Bears' 100th season, United Airlines transformed its O'Hare Terminal 1 into a Bears fan experience — blanketing the terminal in blue and orange to welcome travelers and generate national buzz ahead of the home opener.
VIDEOYouTube
United Polaris: 15 Months Behind the Scenes
An inside look at the 15-month journey to launch United Polaris Business Class — one of the most ambitious product launches in commercial aviation history, designed to redefine premium long-haul travel.
SPONSORSHIPYouTube
United Airlines & the Golden State Warriors: A Partnership Announcement
To announce United's official airline sponsorship of the Golden State Warriors, United transformed one of its San Francisco maintenance base hangars into a basketball court — and marked the occasion with a contribution to a Warriors-supported local community organization.
SMALL BIZ SUPPORTGolden State Warriors / NBA
Franchise Fund: Backing Small Business
A four-month grant program created by the Golden State Warriors and United Airlines to prepare small business owners from underrepresented communities to work with multinational corporations — providing certification, mentorship, and a $1,000 graduation stipend.
COMMUNITYNJ.com
A Hockey Rink for Newark Students
The New Jersey Devils, Prudential Center, and United Airlines surprised students at Philip's Academy Charter School in Newark with a permanent outdoor hockey rink — giving kids access to a sport and a community that would last well beyond opening day.
STEMThe Hidden Genius Project
#ScienceIsGolden
United Airlines and the Golden State Warriors partnered with The Hidden Genius Project to expose young Black students to STEM through aviation and basketball — including a tour of United's SFO Maintenance Base and interactive science exhibits with NBA champion Andre Iguodala.
COMMUNITYChicago Bulls / NBA
Chicago Shows Up
A season-long initiative between the Chicago Bulls and United Airlines spotlighting community heroes across Chicago — featuring their stories during home games and amplifying the people and organizations lifting up the city.
ROUTE LAUNCHDelta News Hub
G'Day, Melbourne
Delta Air Lines launched nonstop service from Los Angeles to Melbourne — its third Australian destination — strengthening its South Pacific network and reinforcing its position as the premium carrier for long-haul international travel.