=20 ---------------------------------------------------------------------- This article was sent to you by someone who found it on SFGate. The original article can be found on SFGate.com here: http://www.sfgate.com/cgi-bin/article.cgi?file=3D/chronicle/archive/2004/02= /19/BUGKI53L9R1.DTL ---------------------------------------------------------------------- Thursday, February 19, 2004 (SF Chronicle) United Airlines spruces up its image/New push to win over business sector o= f market George Raine, Chronicle Staff Writer United Airlines, still struggling to emerge from Bankruptcy Court protection, said Wednesday it plans to give its airplanes a new look, and rolled out an advertising campaign designed for frequent business travelers. United also said it will begin daily nonstop service between San Francis= co and Beijing on June 10, a reflection of the growing Chinese economy and improving economic conditions post-SARS throughout the Pacific Rim. "The Pacific market is doing surprisingly well," said Graham Atkinson, senior vice president of worldwide sales and alliances at United. "We're seeing a strong recovery from (severe acute respiratory syndrome) and believe we will have a good 2004" in passenger loads to and from Asia, he said. United expects that about 72 airplanes will be painted with the new colo= rs by year's end. It will be three or four years before the entire fleet gets the new paint job. Gray, which has been the primary color of United's fleet since 1992, is out. Aircraft with the new livery will have a dark blue belly, a bright white top and "United" in large letters painted on the front sides of the plane. The carrier, which was assisted by its branding consultant, the New York office of the British company Pentagram, said the intent of the makeover and brand campaign is to help the airline "forge an emotional connection with its most valued customer, frequent business travelers." The company said that only planes that are due for repainting or new aircraft that will be delivered to United Express partners will be taken out of service and painted with the new colors. The Beijing service will be in addition to United's nonstop service between San Francisco and Shanghai. Booking for the flight begins Feb. 21. The time of departure has not yet been determined for the flight, which will take 12 hours and 55 minutes to reach Beijing and 11 hours and 35 minutes from the Chinese capital to San Francisco. United in recent years has sharply cut back on advertising, given its financial difficulties, but the new campaign will bring spending close to pre- bankruptcy levels, said Martin White, senior vice president for marketing. The work is done by Fallon Worldwide of Minneapolis and introduces a new tagline, "It's time to fly." It first appeared in print on Wednesday, and a 60-second commercial will air in several markets during the Academy Awards, which will be telecast Feb. 29 on ABC. E-mail George Raine at graine@xxxxxxxxxxxxxxxx -------------------------= --------------------------------------------- Copyright 2004 SF Chronicle