Why United & Alaska painted their planes with special Star Wars themes

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Why United & Alaska painted their planes with special Star Wars themes

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Simple Flying | Simple Flying

By Sky Industry News

Dec 24, 2024

Aviation companies often explore creative methods to connect with passengers beyond traditional services. Among these, special liveries serve as a unique marketing tool, transforming aircraft into cultural symbols and storytelling mediums. Recently, United Airlines and Alaska Airlines introduced Boeing 737-800 liveries inspired by the Star Wars franchise. These themed planes are more than just visual tributes; they represent strategic efforts to engage customers through popular culture.

United Airlines first launched its Star Wars-themed livery in 2019, coinciding with the release of "Star Wars: The Rise of Skywalker." The collaboration with Lucasfilm and Disney aimed to "... bring the magic of Star Wars to customers around the globe." The design featured imagery from both sides of the Force and extended to in-flight experiences like themed safety videos and merchandise.

Alaska Airlines followed in 2022 with a livery celebrating "Star Wars: Galaxy's Edge," aligning itself with Disneyland Resort's attraction. The artwork included the Millennium Falcon and TIE Fighters, reinforcing Alaska Airlines' family-friendly image while strategically tapping into increased post-pandemic travel.

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These initiatives illustrate a broader trend where airlines use entertainment partnerships to forge emotional connections with passengers. By associating themselves with beloved franchises like Star Wars, airlines generate excitement and foster positive brand associations.

Special liveries also offer benefits such as increased brand visibility, passenger loyalty, ancillary revenue streams through themed merchandise, and substantial media coverage. As large mobile advertisements, these planes capture attention wherever they fly.

In an increasingly competitive aviation market, distinctive liveries help airlines stand out by engaging passengers on a cultural level. They promote destinations and events while showcasing commitment to broader cultural conversations. For instance, Qantas' Aboriginal art designs honor Australia's indigenous cultures.

The Star Wars collaborations by United and Alaska demonstrate how creative branding can enhance market presence and passenger loyalty. Special liveries prove that innovation knows no bounds in aviation, offering passengers memorable journeys infused with imagination.