UA unites online biz under Middleberg

CHICAGO: United Airlines, which prides itself on its e-commerce savvy, has tapped Middleberg + Associates for online PR.

CHICAGO: United Airlines, which prides itself on its e-commerce savvy, has tapped Middleberg + Associates for online PR.

CHICAGO: United Airlines, which prides itself on its e-commerce

savvy, has tapped Middleberg + Associates for online PR.



While United declined to disclose how much its business is worth, the

account is likely substantial. One industry source said that similar

Web-oriented PR initiatives have gone for a minimum of dollars 300,000 a

year.



United has invested heavily in e-commerce, starting a new online

subsidiary earlier this year to coordinate its many sites. The company

has also been trying to create segmented Web sites, such as

Collegetravelnetwork.com.



’We have made a significant investment in this area,’ said United media

relations manager Kurt Ebenhoch.



The airline worked with S&S PR on its main site, United.com, but now

Middleberg will assume responsibility for all the sites. Agency chief

Don Middleberg described his firm’s mission as ’a full-fledged program

to help enhance (United’s) online marketing efforts.’



Ebenhoch said United picked Middleberg because the firm has ’a proven

track record of success and achievement with helping traditional

bricks-and-mortar companies promote their e-commerce.’ He added that

United spent more than two months talking to four finalist firms, though

he declined to identify them.



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