United Continental branding update leaves room for imagination

Little by little, the new United Continental Holdings is creeping out from behind the airlines' merger.

Little by little, the new United Continental Holdings is creeping out from behind the airlines' merger.

The airline, now the largest in the world, restructured its communications staff last fall, ousting United CCO Tony Cervone and appointing Continental's Nene Foxhall to the lead comms role for the joint airline.

Today, the Wall Street Journal reported that with the new logo featuring the United name and Continental design, the company will launch an interim ad to “highlight the combined airline's larger route network, new ‘outlook,' low-fare guarantees and various product attributes.”

The Journal added that Continental's longstanding ad agency, Kaplan Thaler Group, will develop the new campaign.

Though the company recently told PRWeek that it will continue to work with United's relatively new AOR Edelman, and, according to the Journal, it continues to work with United's ad agency Barrie D'Rozario Murphy on various “marketing projects,” it's difficult not to wonder if the days are numbered for United's remaining marketing partners.

In addition to many of its senior-level comms executives, the company announced the departure of United's president and CFO in July.  

Following full integration in spring 2012, the company will combine the airlines' websites and launch a new ad concept, according to the Journal. Rebranding at its airports and on its fleet won't be completed until 2013. We'll have to sit tight and continue to document the changes.

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