The Cost of United Airlines’ “Rhapsody in Blue” License
United Airlines, a prominent airline company, has long been associated with the iconic musical piece “Rhapsody in Blue” composed by George Gershwin. In fact, United Airlines holds the distinction of being the first commercial brand to license this composition. The adoption of “Rhapsody in Blue” as part of their brand identity has played a significant role in shaping United Airlines’ image and marketing campaigns. This article explores the licensing agreement between United Airlines and the creators of “Rhapsody in Blue,” shedding light on the financial aspects of this arrangement.
Licensing Agreement
In 1987, United Airlines entered into a licensing agreement that allowed them to use “Rhapsody in Blue” for their advertisements and other promotional materials. As part of this agreement, United Airlines agreed to pay an annual fee of $300,000 for the license to use the composition. This substantial investment demonstrated the importance United Airlines placed on associating their brand with the iconic musical piece.
Pre-Rhapsody in Blue
Before adopting “Rhapsody in Blue,” United Airlines had utilized a different song that revolved around their slogan, “Flying the friendly skies.” The decision to transition from their previous musical theme to “Rhapsody in Blue” marked a significant shift in United Airlines’ branding strategy. The song’s introduction brought a new dimension to their marketing efforts, creating a distinct and recognizable musical identity for the airline.
Rhapsody in Blue as United Airlines’ Signature Music
The merger between United Airlines and Continental Airlines in 2010 further solidified the role of “Rhapsody in Blue” as United Airlines’ signature music. Upon the announcement of the merger, United Airlines executives confirmed that “Rhapsody in Blue” would remain an integral part of the airline’s brand identity. This decision reflected the recognition of the composition’s powerful association with the airline and the value it added to their overall marketing efforts.
Beyond Commercials
The use of “Rhapsody in Blue” extended beyond United Airlines’ commercials. The composition was also incorporated into the ambiance of the airport experience. For example, a version of the song was recorded for the ‘trippy tunnel’ that connects United concourses at Chicago O’Hare International Airport. This immersive experience created a unique atmosphere for travelers, further reinforcing the connection between United Airlines and the iconic musical piece.
United Airlines’ Decision
Despite the potential for change with the introduction of a new advertising account, United Airlines confirmed its commitment to continue using “Rhapsody in Blue” as part of their branding strategy. While it remained unclear if the composition would be featured in future advertising campaigns, the decision to retain “Rhapsody in Blue” underscored its enduring significance in United Airlines’ identity.
Conclusion
United Airlines’ payment of an annual fee of $300,000 for the licensing of “Rhapsody in Blue” exemplifies the airline’s recognition of the composition’s value in shaping their brand image. This iconic musical piece has become synonymous with United Airlines, serving as their signature music and creating a distinctive auditory identity for the company. As United Airlines continues to evolve, “Rhapsody in Blue” remains an integral part of their heritage and branding strategy.
FAQs
What is the significance of “Rhapsody in Blue” for United Airlines?
“Rhapsody in Blue” holds significant importance for United Airlines as it has been their signature music for many years. The composition has become synonymous with the airline and has played a crucial role in shaping their brand identity.
When did United Airlines enter into a licensing agreement for “Rhapsody in Blue”?
United Airlines entered into a licensing agreement for “Rhapsody in Blue” in 1987.
How much did United Airlines pay for the license to use “Rhapsody in Blue”?
United Airlines paid an annual fee of $300,000 for the license to use “Rhapsody in Blue” in their advertisements and promotional materials.
What was United Airlines’ previous musical theme before “Rhapsody in Blue”?
Before adopting “Rhapsody in Blue,” United Airlines used a different song that revolved around their slogan, “Flying the friendly skies.”
Why did United Airlines choose “Rhapsody in Blue” as its signature music?
United Airlines chose “Rhapsody in Blue” as its signature music to create a distinct and recognizable musical identity for the airline. The composition resonated with their branding strategy and became an integral part of their marketing efforts.
Did United Airlines continue to use “Rhapsody in Blue” after the merger with Continental Airlines?
Yes, United Airlines confirmed that “Rhapsody in Blue” would remain as their signature music even after the merger with Continental Airlines. The composition continued to play a significant role in their branding strategy.
Was “Rhapsody in Blue” limited to United Airlines’ commercials?
No, “Rhapsody in Blue” was not limited to United Airlines’ commercials. It was also incorporated into the airport experience, such as being played in the ‘trippy tunnel’ that connects United concourses at Chicago O’Hare International Airport.
Is United Airlines still using “Rhapsody in Blue”?
Yes, United Airlines has confirmed its commitment to continue using “Rhapsody in Blue” as part of their branding strategy. However, it remains unclear if the composition will be featured in future advertising campaigns.