United trolls Southwest's boarding process in unusual ad campaign
United Airlines wants to help you avoid Southwest Airlines' dreaded "C" boarding group.
Yes, you read that correctly.
The Chicago-based carrier is launching an unusual ad campaign Thursday, offering up courtesy reminders to Southwest passengers to remember to check in 24 hours before their flights in order to snatch a more desirable boarding group.
Travelers can go to NotGroupC.com and get a call from United in time for the check-in window.
"Hello, United Airlines here, reminding you to check in for your Southwest flight, so you don't end up in boarding group C," the call says, a recording of which was provided to TPG ahead of the campaign's launch. "For your next flight, think about giving United a fly — we let you choose your seat in advance."
Southwest is unique among U.S. carriers in that it does not assign seats.
Instead, it assigns boarding numbers in three separate groups: A, B and C, based on the order in which passengers check in. Travelers then line up in the gate area according to their boarding group and number.
More: Everything you need to know about the best seats on Southwest Airlines
There are some ways to avoid the dreaded C group, such as having Southwest status or purchasing a Business Select fare or EarlyBird check-in.
However, United would like to add its new, tongue-in-cheek reminder service — what it calls a "Courte-C call" — to that toolbox.
“We’re sounding a lighthearted alarm to remind travelers who may not choose United that there’s an easier way to travel,” Maggie Schmerin, United's managing director of advertising and social media, said in a statement.
“Ideally, next time these travelers are flying, they don’t need a 24-hour notice to check in because they’ve chosen to fly with United, where customers can select their seat in advance and therefore avoid the consequences of ending up in the competition’s Boarding Group C.”
The new digital campaign is going live in three key markets where United competes aggressively against Southwest. Travelers based in Houston, Denver and Chicago will see the ads on their computer screens and smartphones.
Across Houston's two airports, United had a 56% domestic market share in July, which is the most recent government traffic data available, while Southwest had a 26% domestic market share. United only operates at George Bush Intercontinental Airport (IAH), while Southwest is primarily at Willam P. Hobby Airport (HOU), with some flights at IAH.
At Denver International Airport (DEN), United had a 46% domestic market share, while Southwest had a 29% domestic market share in July.
Across the two airports in Chicago, United had a 36% domestic market share, while Southwest had a 27% market share. United only operates at O'Hare International Airport (ORD), while Southwest counts Midway International Airport (MDW) as one of its busiest bases but still offers a number of flights from ORD.
In recent years it's been unusual — but not unheard of — for airlines to attack one another by name in advertising. In 2021, United launched another campaign in Denver going after Southwest. One ad read, "United: Nonstop to Hawaii's beaches. Southwest: Some stops to Hawaii's beaches."
More: What is United Airlines' elite status worth in 2022?
For all of United's ribbing of Southwest and its boarding process, selecting seats on United is not always free, especially if a traveler purchases a basic economy fare or lacks Premier status.
Travelers who purchase basic economy — United's cheapest fares — are able to purchase a seat assignment. If they don't, they'll be automatically assigned a seat, which can include less desirable middle seats — the same types of seats that Group C passengers often have to choose from.
United also designates many of its more desirable seats to be "preferred seats." These seats are often window and aisle seats and tend to be closer to the front of the cabin. While these are free for Premier members to select, if you lack United status, you'll shell out some money for them — even if you didn't purchase basic economy.
However, even if United isn't the most perfect airline to go after Southwest's boarding process, it's hard to deny that this unusual, direct campaign is quite entertaining.
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- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.