The tagline of the campaign will be It's time to fly. The company issued a release stating that the campaign would be marked by a unique visual style. The spots will highlight vignettes created by award-winning animators telling poignant stories of business travelers, set to United's signature music Rhapsody in Blue by George Gershwin.

Talking about the initiative United Airlines senior VP marketing Martin White added, "Business travel is too often portrayed negatively. But those who travel most frequently for business know that frequent flights and face-to-face meetings are often the only way to 'get things done.' They also relish leisure travel. So we have incorporated a leisure travel message into some of the ads. The new campaign is a tribute to the 'can do' spirit we share with our customers and underscores the value that United Airlines alone can bring to the travel experience."

In total four televisions spots will air this year. The first commercial that will air during the Oscar Awards is called Interview. This tells the story of a business person travelling out-of-town for a big job interview. Meanwhile the airline also transported the 50 Oscars that will be handed out on 1 March from Chicago to Los Angeles a few days ago. The airline will also fly all the nominees to the ceremony which should have more glamour than last year's toned down event.