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Brand Protection + Crisis

Real-time armor in an always-volatile world.

United Airlines — Reputation Rising

Five years after merging with Continental, United’s reputation was in decline, and media was quick to pounce. We partnered with CEO Oscar Munoz to earn back employee and customer trust by creating a sense of shared purpose he calls “The New Spirit of United.” At its heart was UnitedAirtime.com and hearing from employees and customers on what the airline needed to do to improve. Paid newspaper and online placements, an earned and social content program and an employee outreach tour rounded out the efforts. United quickly turned feedback into action — a new level of employee excitement and energy was seen almost immediately and customer satisfaction started to improve. In the first quarter of 2016, United delivered its best on-time arrival, bag handling and customer satisfaction performance since the merger.

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