United Airlines is targeting Southwest Airlines with its newest ad campaign, though this whole concept just comes across as desperate, if you ask me. And before anyone accuses me of being biased, I’d like to point out that I called United’s last ad campaign targeting Southwest brilliant. 😉
United attacks Southwest’s boarding process
Southwest is known for doing things a bit differently than other US airlines, and that includes the carrier’s boarding process. Southwest has open seating, and passengers can board based on the order in which they checked in. Southwest’s boarding groups include A, B, and C, so if you want to be sure you can get an aisle or window seat, ideally you won’t be in that last group.
United Airlines has launched an ad campaign dedicated to making fun of Southwest’s boarding process. This will be heavily promoted in markets where Southwest is competing with United, especially with Southwest having returned to both Chicago O’Hare and Houston Intercontinental.
United has set up a website with the URL notgroupc.com, and United is offering to give “Southwest Courte-C Calls” to those booked on Southwest. The idea is that United will call you 24 hours before your Southwest flight, to remind you to check-in so you can get a decent boarding priority. Here’s what the automated voice will say for that call:
“Hello, United Airlines here, reminding you to check in for your Southwest flight, so you don’t end up in boarding group C. For your next flight, think about giving United a fly. We let you choose your seat in advance.”
Below is the content of United’s notgroupc.com website.
Why United is way off with its ad campaign
Look, I love some good shade in the airline industry. I mean, even though I’ve never flown with Ryanair, I love the company’s Twitter, purely for the amount of sass.
But my gosh, United is so far off with this campaign, it’s not even funny. Where do we even begin?
- United claims it also has no change fees… right, unless you’re in basic economy, and never mind that United’s vouchers expire (unlike Southwest’s) even if you have a ticket with no change fees
- United lets you “choose your seat in advance,” unless you’re in basic economy, and then on top of that the airline also charges extra to assign many non-extra legroom economy seats; just last week I paid $18 extra to assign a standard window seat on a ticket I booked for someone
- I love how United advertises in this context how it has lie-flat seats, and then the small print says “lie-flat seats only available on select long-haul flights;” c’mon United, are you trying to poach Southwest passengers traveling to Des Moines or Delhi?
- Southwest offers two free checked bags to all passengers, while United doesn’t offer any on most domestic routes, and basic economy passengers don’t even get a full size carry-on included with their ticket
I’m all for airlines marketing their competitive advantages, and even being a bit shady about it. How about United marketing how it has power ports on some planes, or personal TVs on some planes, or an impressive global route network? But suggesting that the average domestic traveler is better off with United than Southwest because of Southwest’s boarding process is absurd.
Speaking of boarding processes, am I the only one who feels like I’m in group C when I’m flying United first class as a non-Premier 1K or Global Services member? Per United’s published boarding process, the airline calls six sets of passengers to board before first class. Never mind how it feels to board as an economy passenger on United.
If you ask me, executives at Southwest should be pretty flattered by this ad…
Bottom line
United Airlines is criticizing Southwest Airlines’ boarding process in its latest ad campaign, and is even offering to call Southwest passengers to remind them to check-in 24 hours out, suggesting they book United next time.
Maybe others will feel differently, but this ad falls really flat, if you ask me. Promoting how you have lie flat seats on long haul flights (where Southwest doesn’t compete), or how you also don’t have change fees (with a lot more restrictions), or how you let customers pick their seats in advance (on select fares, and even then you sometimes have to pay extra for standard seats) really misses the mark.
What do you make of United’s ad campaign against Southwest?
Membership is free and takes no more information than commenting as a guest. Earn status points for good contributions, and see fewer ads as your status grows.