United gets early start on marketing new Polaris business class

As part of United Airlines' advertising presence during the 2016 Summer Olympic Games in Rio de Janeiro, the carrier unveiled during prime time a slick new television spot designed to heighten interest in the debut of United's international business class dubbed "Polaris." The new product was first revealed in June at splashy media events in New York City and other markets where United has a major presence. The new TV spot, the handiwork of United's ad agency of record McGarryBowen New York, comes more than three months before Polaris is scheduled to debut on Dec 1. The early move to promote the new experience for high-margin premium cabin travellers suggests United wants to grab the attention of the target business clientele and get them to reserve space now as they start to make plans for the busy fall and winter business travel season. The new spot uses the letters in the word "Polaris" to highlight some of the key features of the new premium service, including dedicated airport lounges, seasonal cuisine in-flight, tailor-made bedding, and easy aisle access from every seat. The Polaris commercial is one of two TV spots United is airing on the Olympics. The other features high-profile athlete stars of Team USA, which United has sponsored and ferried about for more than 35 years.<br/>