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
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
’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.