United Grounds Its ‘Rising’ Ads

UAL Corp.’s United Airlines is bumping its “Rising” ad campaign, which never got far off the ground as a successor to the legendary “Friendly Skies” pitch.

The print and TV ads, introduced in 1997, sought to portray the company as rising in customers’ esteem and was largely directed at disgruntled business travelers. However, industry observers say the campaign’s message was never very clear and that even United’s employees could not relate to it.

UAL spokesman Matthew Triaca said Tuesday that an undisclosed new campaign will begin next year.

The “Rising” ads were developed by Fallon McElligott of Minneapolis, one of two major agencies used by United. The airline said both Fallon McElligott and Young & Rubicam Advertising in New York are developing new campaigns.