United Airlines today expanded its Good Leads The Way brand campaign to Australia – telling the story of United’s commitment to customer service, diversity and sustainability, and captures the optimism fueling the airline’s ambitions at a time of unprecedented demand in air travel between Australia and the United States. Good Leads The Way was developed with agency partner 72andSunny and launched in the United States in May of this year.
Australia is the first international market for which the airline has developed a localized creative campaign. Good Leads The Way is the airline’s first new brand campaign in a decade and coincides with the kickoff of new flights between Brisbane, Sydney and Melbourne and the U.S.
Says Maggie Schmerin, managing director of global advertising and social media, United: “United was the only airline to operate passenger service between the U.S. and Australia continuously during the pandemic. At points, only a handful of passengers were allowed on each plane, making it an expensive exercise, but one we believed was absolutely necessary to keep our two countries linked and a great example of what we mean when we say Good Leads The Way. Thanks to our relationship with Virgin Australia and newly launched flights from Sydney to Houston and Brisbane to San Francisco, there are more options than ever for our two countries to stay well-connected.”
The campaign includes several different pieces of video, digital, social and out-of-home content. United has created three new films for the Australian market – one that highlights how United’s Polaris business class offers travelers the best sleep in the sky and two others that take a playful tone to spotlight United’s partnership with Virgin Australia. At the heart of the campaign is a 60-second anthem video, which features a patchwork of employee and passenger-sourced photos and videos that tells the true story of an airline on a mission to be a force for good on their planes and in the world.
United has secured out-of-home, streaming, cinema, digital and social placements to launch Good Leads The Way in Australia – including a light rail train wrap in Sydney, a YouTube masthead takeover, and in-office elevator screens in all three cities. Geographically, United is focusing efforts on New South Wales, Victoria and Queensland to align with where the airline offers direct flights to the U.S.
How Good Leads The Way at United in Australia
Growing Flight Network
- United currently offers daily direct flights from Sydney to San Francisco and Los Angeles, while other services include direct flights from Melbourne to San Francisco. Beginning this weekend, United will launch new nonstop service between Brisbane and San Francisco on October 31, and will resume nonstop service between both Sydney and Houston and Melbourne and Los Angeles on October 30.
- Furthermore, United will add more flight frequencies between Sydney and Houston, and Melbourne and Los Angeles in December. By the end of 2022, United will provide customers in Australia with more than 40 weekly nonstop flights connecting Australia’s three airports – Brisbane, Melbourne, Sydney – to the United States.
Partnership with Virgin Australia
- Earlier this year United and Virgin Australia launched a new codeshare and frequent flyer relationship that enhances the travel experience between Australia and the Americas.
- This commercial partnership adds more benefits for both MileagePlus and Velocity Frequent Flyer members as well as access to more one-stop connections to cities across the United States, Australia, Mexico, the Caribbean, and South America. Because of this new relationship, United’s customers will now have access to top Australian destinations including Perth and Adelaide.
- In addition to the ability to redeem and earn points/miles, eligible premier MileagePlus and Velocity members will also receive the following benefits when flying on United and Virgin Australia worldwide:
- Priority check-in
- Priority boarding
- Priority baggage delivery and additional baggage check allowance
- Priority security clearance
- Lounge access
- Virgin Australia’s reach into the U.S. will triple, with customers accessing United’s vast domestic and international network, connecting at United’s multiple Australian gateways.
United Polaris Business Class – The best sleep you can get in the sky
- United Polaris business class service is designed to bring a new level of quality to every aspect of long-haul premium cabin travel – from lounge to landing – and provide the best sleep in the sky.
- When curating United Polaris amenities, United put a strong emphasis on providing comfort and creating the right environment for restful sleep.
- Cozy slippers are perfect for quick trips out of your seat or for just standing and stretching during a long journey.
- In its amenity kit, designed exclusively by Away and inspired by their classic suitcase design, customers will find premium skincare items from Sunday Riley to keep them feeling relaxed, refreshed and moisturized, as well as ear plugs and an eye mask to block out any ambient distractions while sleeping.
- Pajamas will be offered on all flights to/from Australia upon request.