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United Airlines Targets Lesbian and Gay Travelers with New National Ad Campaign

Submitted by: UAL Corporation

Categories: Human Resources & Diversity

Posted: Apr 14, 2000 – 12:00 AM EST


Apr. 14 /CSRwire/ - United Airlines today announced it is launching is second annual targeted print advertising campaign in national and local-market gay publications. The gay and lesbian campaign is one of four targeted campaigns that United is launching this year to supplement its general-marketing campaigns in major U.S. publications. The other three customer segments United is targeting are: African American, Latino and Asian travelers.

The majority of this paid-advertising campaign will focus on United's Economy Plus product, a premium seating area, available now in the Economy cabins of the carrier’s domestic fleet, that provides customers up to five additional inches of legroom per seat. Economy Plus is available on a first-come, first-serve basis for Mileage Plus Premier members, Star Alliance Gold and Silver members and all customers who purchase full-fare Economy class tickets.

The remainder of the campaign – consisting of paid-advertising placements and a wealth of complementary ad placements in the event programs, schedules, guides and other publications of lesbian and gay charitable organizations that United sponsors – will focus on United’s support for its lesbian and gay employees, customers, and the community at large.

One ad, "Intolerance Just Doesn’t Fly," highlights the fact that United was the first U.S. airline to prohibit harassment and discrimination based on sexual orientation and also the first to announce domestic-partner benefits for its employees and retirees. Another ad, "Raise Awareness 30,000 Feet," recognizes the lesbian and gay charitable organizations that United sponsors for the important work they do in the community.

"At United Airlines, we are proud to sponsor issues, organizations, and regional community events that are important to our worldwide employees and customers," said Susana E. Leyva, a United spokesperson. "This advertising campaign allows us to target our lesbian and gay customers, while highlighting our company's strong corporate commitment to valuing diversity in every aspect of our business."

The Economy Plus ads will run primarily in national magazines, with some secondary newspaper support in key markets, including "Advocate," "Hero," "MetroSource," "Chicago Free Press" and "Out Front Colorado." The other ads will run primarily in the publications of charitable lesbian and gay organizations that United sponsors, with paid placements appearing in "Variety" and "Pride 2000." The campaign will officially launch with an April 14 placement of the "Intolerance Just Doesn’t Fly" ad in the "Variety" issue focused on the GLAAD Media Awards. (United’s Asian advertising campaign is already underway, and the Latino and African-American campaigns are expected to launch soon.)

United was the first U.S. airline to advertise in lesbian and gay media (June 1997) and the first to tailor a national advertising campaign ("Rising") to reach lesbian and gay travelers (September 1999). United is the Official Airline of Lambda Legal Defense and Education Fund, the Millennium March on Washington for Equality, the NAMES Project Foundation, AIDS Project Los Angeles and many other social, cultural and professional organizations and activities of interest to our lesbian and gay customers and employees.

United is the largest air carrier and largest employee-owned company in the world. With the support of its 100,000 employees around the globe, United offers 2,370 daily flights to 133 destinations in 27 countries and one U.S. territory

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