United Airlines - a subsidiary of United Continental Holdings Inc. ( UAL ) - announced the launch of a new advertising campaign. The promotion is targeted to endorse the airline's transcontinental Premium Service flights that take off from New York's John F. Kennedy International Airport to Los Angeles and San Francisco.
The 30-second television commercial - designed by advertising agency McGarryBowen - highlights United's offering of high-class facilities that customers can enjoy during travel. The ad will go live on New York stations - during local and cable news telecasts, and sports and other notable programs - through September.
There will also be digital ads in New York, Los Angeles and San Francisco as well as billboards outside the three respective airports. Additionally, open-air placards will be put up at popular locations in New York, including subway entryways and bus stands.
United ranks ahead of other U.S. airlines such as Delta Air Lines ( DAL ) and Southwest Airlines Co. ( LUV ) in terms of number of flights, destinations, comfort level and choice of jets that it offers from the New York hub. With this promotional activity the carrier aims to create more awareness about its services, hoping to tap in additional flyers in the coming days.
United is also revamping its Premium Service aircraft to render smooth and relaxed long-haul air travel. The company is reconfiguring its The Boeing Company 's ( BA ) 757 aircraft with facilities such as 180-degree flat-bed seats, personal on-demand entertainment system, power outlets, USB ports and Wi-Fi connectivity. Flyers will be endowed with multi-course meals and complimentary high-grade wine plus personal attention from the staff. With four jets already revamped, the upgrades are expected to be completed by the end of 2013.
United holds a commanding position in New York's three major airports - Newark Liberty, Kennedy and LaGuardia - with over 450 flights operating daily to more than 150 cities around the globe. Most of the aircraft flying from these cities extend the amenities of flat seats, extra-legroom in the economy space and live television. Already, the company's 183 aircraft operating internationally have been retrofitted with all-new United Global First and United BusinessFirst cabins.
United Continental currently holds a Zacks Rank #3 (Hold rating).
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