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United announced that it launched its newest low-fare branded airline, Nit, as the centerpiece of its strategy to reach frugal customers in these difficult economic times. “Nit is part of United,” airline CEO Glenn Tilton said at a press conference in Chicago. “It conveys a dual message, appealing to customers nitpicking with their airline for discounts and to our strategy of nitpicking with our customers on every possible fee or charge. Nit will bring a strong, unified brand message to United.”
“Nit will offer customers a great deal on travel,” added John Tague, United’s COO. “Customers will be amazed at all the freebies we’re throwing in.” According to the airline’s press release, customers will enjoy “complimentary use of the tray table, seat recline function, air conditioning, overhead reading light, overhead luggage compartment, boarding door and jetway, and even 29 free inches of seat pitch.” Nit will also hold down fares by giving passengers the opportunity to pay a variety of onboard and preboarding Elite Service Gratuities for above-and-beyond amenities, such as checked luggage and drinking water. Nit will operate Boeing 737-300 aircraft in a single-class configuration.
House Transportation Committee chairman James Oberstar (D-ALPA) praised the move by United and urged the FAA to grant swift certification to Nit. “Nit will also help our troubled economy by creating long-lasting jobs in the aircraft-painting and strategy-consulting sectors,” he said. “Not only will Nit employ these sectors during its creation, but it will also sustain these jobs when United folds it back into the main airline three years from now.”