United Airlines is ramping up its efforts to win over customers at Chicago’s O’Hare International Airport (ORD) with a new targeted marketing campaign that takes direct aim at its main competitor, American Airlines.
As a major hub for both airlines, Chicago has become a battleground for air travel, and United is positioning itself as the premier choice for local travelers.
The campaign prominently features United’s branding across the airport, including a significant sign that greets passengers as they arrive via a pedestrian bridge, declaring the airline as the No. 1 choice in the city.
In addition to the physical presence at the airport, United is leveraging digital marketing strategies to highlight its advantages over American Airlines and Southwest, noting it has more flights, international destinations, and lounges available in Chicago than its competitors.
A notable element of United’s campaign includes an Instagram post referencing a press release from American Airlines which announced its double-digit growth in the Chicago market.
While American Airlines is expanding its presence with new domestic flights and increased capacity, United is countering these efforts with its own growth statistics.
United has announced plans to increase its operations, stating it will offer more daily flights from Chicago than it has in the past two decades, with a total of 585 flights per day to over 200 destinations, including 48 international and 17 long-haul options.
United will also have additional capacity following the preliminary approval of six new gates at ORD, which will potentially allow for new long-haul destinations.
Andrew Nocella, United’s chief commercial officer, discussed the airline’s consistent strategy in Chicago during a recent earnings call, emphasizing the need for expansion given the high demand for flights during peak travel times.
He noted, “Our current facilities [in Chicago] are very full, and we know people want to fly in peak periods so these six gates will allow us to continue to execute on the United Next plan… We’ve been very consistent in our strategy here in Chicago, and as a result of that, we’ve got the six gates, and we’re going to continue to grow.”
In response to United’s aggressive tactics, American Airlines has expressed discontent over losing ground in the Chicago market.
The airline issued a statement affirming its commitment to maintaining a competitive edge at O’Hare.
American highlighted that its presence at the airport contributes to a more extensive flight schedule for Chicago customers and travelers from around the world, thereby enhancing the city’s appeal for business and leisure travel.
Consequently, American has rejected the Chicago Department of Aviation’s reallocation of gates at O’Hare, claiming that it violates their 2018 agreement and could hinder their ability to compete effectively.
The airline cited ongoing expansion projects at ORD as the reason for its objection to the reallocating of gates, asserting that it should not be adjusted until all construction is officially completed.
American’s efforts to maintain its standing also include its own promotional initiatives, subtly highlighting the advantages of flying with them from Chicago without directly referring to United.
This is not the first time United Airlines has launched a localized campaign aimed at one of its competitors.
Previously, the airline ran a similar marketing initiative in Denver, where it notably targeted Southwest Airlines and its boarding process.
Such direct confrontations between airlines are rare in advertising, making this battle for dominance in Chicago particularly engaging for aviation enthusiasts and the traveling public.
As these two giants vie for supremacy at O’Hare, travelers can expect more competition, potentially leading to better services, increased flight options, and promotional offerings in the evolving landscape of air travel in the Windy City.
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