United Airlines' Journey to Embracing Cultural Relevance Through Wrexham Partnership

United Airlines introduced new limited-edition amenity kits and pajamas for select travelers on June 1, as part of their sponsorship of Wrexham AFC. Since 2023, the airline has been the front-of-jersey sponsor for the Welsh soccer club, which gained popularity after being bought by Ryan Reynolds and Rob McElhenney in 2020 and recently promoted to English Football League One.

Peter Wolkowski, United's director of onboard product design, expressed excitement about providing customers with exclusive team-branded gear. He mentioned that Wrexham's inspiring journey has been widely recognized and they are delighted to offer unique merchandise to United passengers.

United Airlines has partnered with Wrexham to offer travelers in premium cabins on long-haul international flights special amenity kits and skincare products. For flights lasting 14 hours or more, United Polaris customers will receive team uniform-inspired pajamas. This partnership showcases United's efforts to engage in cultural conversations under Chief Advertising Officer Maggie Schmerin, who joined the company in June 2023 after over six years of service.

Schmerin emphasized United's commitment to redefining advertising in today's world. With numerous ways to ignore ads, the airline is exploring new avenues to connect with its audience.

Our Website recently had a chat with Schmerin regarding expanding the scope of its Wrexham sponsorship and how the airline is adapting to stay culturally and contextually relevant in a changing marketing environment.

This interview has been edited for easier understanding and conciseness.

Why Did United Decide to Sponsor Wrexham?

MAGGIE SCHMERIN: United's decision to sponsor Wrexham was driven by our focus on being where people are paying attention. We want to ensure that United is seen as a culturally relevant brand. Wrexham perfectly aligns with this goal, as it is a hub for both pop culture and sports relevancy.

We thought of new ways to make the brand stand out by incorporating ourselves into the content. In the show 'Welcome to Wrexham' and in Rob and Ryan's social media posts, our presence is prominent and impossible to miss.

I often mention that it's interesting how one of America's most popular soccer teams is based in Wales. The story of Wrexham has captured hearts, thanks to the documentary and the engaging social media content from Rob and Ryan. It's a heartwarming tale that is hard to overlook, and we were thrilled to be a part of it. Our focus was on a modern marketing approach rather than physically traveling to Wales.

What is the Partnership Like Between United and Ryan Reynolds and Rob McElhenney?

They are amazing collaborators and partners who share a vision for the club's success on the field and in the Wrexham community.

When we collaborate on announcements and create content, it's truly a team effort. We work closely with talented creative storytellers who bring their unique vision to the table. They have dedicated teams that work side by side with them.

How did United Airlines come up with the ad for the "Taylor Swift: The Eras Tour" film, considering its relevance in pop culture?

We had a lot of fun with that experience. This is why I enjoy working with this team and in this industry. Every day presents a new challenge - figuring out what people are interested in on the internet and how we can make our brand stay relevant.

We like to compare our approach to a dinner party conversation. Just like you wouldn't join a discussion if you have nothing valuable to add, we made sure our content was meaningful. For example, when Taylor Swift's film was shot at SoFi stadium, we had amazing footage of our United Aircraft flying above. We were also flying many people to her concerts within the country. At that time, we already had a cinema ad buy planned. Instead of running another ad, we quickly created one that resonated with Taylor Swift fans.

United Airlines' Approach to Super Bowl Ads

United Airlines has taken a unique approach to the Super Bowl in recent years by "hacking" the event. Instead of focusing on a national or global audience, they have targeted local markets. As a national and global brand, United Airlines has identified seven hub cities in the U.S. as well as other important cities. This approach allows them to tailor their message to specific audiences and reach the right people in the right places.

We eliminated change fees in August 2020, but not everyone is aware of this change. Some people believe it was only temporary due to the pandemic. We have been reaching out to markets where we are the main airline or where competitors dominate, to inform travelers that they can change their bookings at no extra cost on United Airlines.

United's Potential Move into Retail Media

As an airline, we have a presence across various channels, whether it's on the screen in front of your seat or within the airport itself.

In the past, we used to display sponsorship messages in our airports. However, upon reflection, we realized that these messages may not be the most important ones for you to see on your travel day. If you have a favorite team or sport, we can target you digitally with relevant messages. At the airport, our focus should be on reminding you to download the United app, as it is key to ensuring you have a smooth and enjoyable travel experience.

We [have] a ton of opportunities to be contextually relevant and that’s something we're continuing to find new and better ways to do that.

Editor's P/S:

United Airlines' sponsorship of Wrexham AFC is a testament to the airline's commitment to engaging with cultural conversations and staying relevant in a changing marketing environment. By partnering with a club that has gained immense popularity due to its celebrity owners and inspiring journey, United is able to connect with a passionate and engaged audience. The airline's exclusive team-branded amenities and pajamas further enhance the partnership, providing travelers with a unique and memorable experience.

Maggie Schmerin's emphasis on redefining advertising is evident in United's innovative approach to marketing. By incorporating their brand into the content of "Welcome to Wrexham" and leveraging social media to engage with fans, United has created a highly visible and effective campaign. Their "hacking" of the Super Bowl by targeting local markets and their potential move into retail media demonstrate their commitment to reaching customers in a meaningful and relevant way. United's focus on contextually relevant content ensures that their messages resonate with travelers, providing them with valuable information and a positive travel experience.