The world’s third-largest airline, United Airlines will be one of the marketing partners for Disney’s The Rise Of Skywalker.
United hopes to tap into the cross-generational appeal of the movie series. Mark Krolick, the company’s vice president of marketing said –
“I grew up in the generation that saw the first set of movies, You had the late 90s with the next set, and the past few years, my kids are now loving the ‘Star Wars’ movies because of the recent content they have been producing,”
“It’s a partnership that allows us to reach a wide and diverse variety of customers.”
United joins a wide group of partners for the movie, which includes the likes of Porsche, Samsung Mobile, Dannon, Bose, General Electric, McDonald’s, and General Mills have also struck deals with Disney that involve promoting their products and services as well as the film. TV ads from Samsung are already in rotation.
United will also launch a new TV commercial from Dentsu’s McGarryBowen that plays up its Star Wars alliance, but the airline is doing much more to tie itself to an experience around the film. United has even festooned one of its Boeing 737-800s with a “Skywalker” paint theme and interior that can be followed via an icon on FlightAware, an online flight tracker.
United has also crafted a safety video featuring appearances by C-3PO, R2-D2, Stormtroopers, and others, that is designed to get travelers to pay attention.
Channon Dade, a United ramp employee, stars in the TV spot, doing her real job of guiding airlines on the runway, but slipping into a dream sequence where she trades her light batons for Star Wars lightsabers.
United and Disney first began talking about a pact a year ago, the executive says –
“and planned out a whole series of events that are now coming to fruition.”
It’ll all be over in a few weeks.