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United Airlines unveils new look for planes

UAL Corp.'s United Airlines on Wednesday said it was unveiling a new branding campaign, including a new look for its airplanes.
UNITED AIRLINES
United Airlines unveiled a new color scheme Wednesday to kick off its first new advertising campaign in four years. The new look of the planes feature a dark blue belly, a bright white top and a large "United" emblazoned on the front sides of the plane. United Airlines / AP
/ Source: Reuters

UAL Corp.'s United Airlines on Wednesday said it was unveiling a new branding campaign, including a new look for its airplanes.

The new campaign, targeting frequent business travelers, is the first in four years, United said.

The world's second-largest airline, based in Elk Grove Village, Illinois, has been operating in Chapter 11 bankruptcy protection for 13 months. Last week was the first flight for its low-fare subsidiary Ted, aimed primarily at leisure travelers from Denver. In April, it will begin service from Washington's Dulles airport.

United said the new mainline plane livery was unveiled in San Francisco, where it operates a large maintenance base. The new look will give the jets a dark blue belly, a white top and large "United" lettering across the front sides of the plane. Of a total fleet of 400 or so, about 72 planes will be repainted by the end of the year.

The last publicly available figure for United's fleet size was 539 planes but the airline is continuing to reject aircraft leases as the complex bankruptcy process continues.