'Good Leads the Way', the first new brand campaign by United Airlines for a decade, has launched in the UK, highlighting the airline’s commitment to customer service, diversity and sustainability. It celebrates United’s mission to do the right thing for its customers, its employees and the communities it serves, and aims to persuade Brits to fly stateside with United Airlines.

At its heart is a London-focused OOH activation, featuring an immersive tunnel wrap takeover at London’s Kings Cross St. Pancras Underground Station. Featuring a social film and :60 anthem, executions also run across video-on demand, connected TV and display.

Real-life employees are featured, showing how United is inspiring pride among its staff members and its customers and showing how it is going the extra mile and more to build the future of sustainable flight, diversifying its flight deck and reimagining the entire flying experience to better serve customers and the world at large.

This is United’s most fully-integrated campaign to date, with doing the right thing at the centre of every touchpoint. It demonstrates how the airline is tackling the issues that matter most, from climate change, to training more women and people of colour to become pilots, to providing the latest in sustainable and forward-thinking travel.

Maggie Schmerin, managing director global advertising and social media at United Airlines commented, "In the past few years, United Airlines has emerged as a force for good and an industry leader. We're taking actions that inspire pride among our employees and customers – everything from historic investments to fighting climate change, training more women and people of colour to become pilots, to upgrading our fleet with 500 new planes. Featuring a special United 360 degree walk through experience at London’s St. Pancras International Station, this new marketing campaign in the UK highlights the strength of our services from London Heathrow, with up to 23 flights per day to our hubs across the United States.”