United Airlines celebrates 100 years of 'Rhapsody in Blue' as iconic theme

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United Airlines celebrates 100 years of 'Rhapsody in Blue' as iconic theme

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By Sky Industry News

Dec 10, 2024

This year marks the centennial of George Gershwin's "Rhapsody in Blue," a composition that has become synonymous with United Airlines. Originally used in a marketing campaign, the song continues to be associated with the airline, which first acquired its rights in the 1980s for an annual fee of $300,000. Although now available for commercial use, its connection to United remains strong.

The piece debuted in United's advertising in 1987, focusing on business travel and featuring New York City. The campaign coincided with United's acquisition of Boeing 747s and relocation to Washington Dulles following Pan American Airways' decline.

Travelers at Chicago O'Hare International Airport can hear "Rhapsody in Blue" while passing through the 'Rainbow Tunnel,' a walkway adorned with neon lights and mirrors since 1987. This unique experience offers a brief escape from the busy airport environment.

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Despite changes in branding over the years, United's blue globe design introduced after merging with Continental Airlines in 2010 has remained constant. The color blue is evident throughout various aspects of the airline's operations.

The theme song is featured in many onboard safety videos, including a version released in 2024. United has created multiple renditions of the song while maintaining its original essence.

In lounges worldwide, "Rhapsody in Blue" plays as background music, enhancing the atmosphere for club members and visitors with its classical jazz elements.

The composition represents a blend of classical music with jazz and blues influences, embodying New York City's cultural diversity. Gershwin's personal story as an immigrant reflects challenges similar to those faced by United Airlines over time.

United's strategic choice of this classic piece as their theme song evokes emotions and memories among travelers. Its enduring appeal highlights its status as one of United's most significant investments.