In 1965, United Airlines introduced its famous slogan: “Fly the friendly skies.” The man who led the agency that coined the phrase explained: “Let us show the public our warm ‘good-guy’ genuine concern side, as well as the efficient side they already appreciate in us.”
A slogan may just be a slogan, but at the time, at least, it represented a promise. United would strive to be humane, and make flying, intrinsically stressful, a warm experience.
