United Takes a Swipe at Southwest in First Denver Campaign

United Airlines is running a regional campaign in Denver, CO, to remind residents that it’s not Southwest.

It’s the airline’s first campaign aimed at the hub, a response to audience research United conducted, which found that Mile High residents considered Southwest a better performer than the Chicago-based airline.

The campaign—whose copy reminds travelers that even in the midst of a pandemic, Southwest would rather you fight for your seat—will run in Denver throughout the summer with CTV, OOH, and audio buys.

The ads also capitalize on Denver’s (and the airport’s) recovery. United said it's seen 80% of its pre-pandemic daily departures bounce back, higher than at all its other hubs.

The campaign aims to “challenge some assumptions travelers had about United vs. Southwest," Maggie Schmerin, United's global head of advertising and social media, told Marketing Brew.

United’s approach is also notable for what isn’t said: There are few mentions of cleanliness or safety (hmm...where have we read this before?)

The airline, which declined to provide ad spend, did say that this is its most expensive regional campaign since 2019. It also said the campaign balanced health and safety messaging with the rest of the travel creative. But of the ads shared with Marketing Brew, only one of 15 mentions cleaning. And the only mention of extra space is in Economy Plus seating 😑.

As a sponsor of the Olympics, United is planning to run a campaign during the Tokyo games this summer, but hasn’t yet committed to buying televised commercial time. The airline’s currently reviewing its agency relationship with Dentsu Mcgarrybowen. — RB