United Airlines … or ‘The Rest’? New O’Hare ad blitz comes as rivalry with American Airlines heats up

United Airlines’ latest advertising campaign seeks to get a rise out of rival carriers and convert O’Hare International Airport travelers to its brand.

A can’t-miss sign over O’Hare’s upper level drive sports an arrow directing passengers to flights on “Chicago’s #1 Airline” from Terminals 1 and 2. A second arrow designating “The Rest” points to carriers at Terminals 3 and 5.

By “poking fun” at its competitors, United is hoping to “encourage flyers at airlines like American, Southwest or Delta to match and switch their status at United,” officials said, meaning the MileagePlus program.

The advertising blitz, which United characterized as “playful,” began this week and includes social media, O’Hare Wi-Fi and the Uber app.

The salvo is a mark of an accelerating race with American Airlines for the Chicago area market.

O’Hare is the only dual-hub airport in the U.S. and that brings “meaningful competition for local travelers and economic benefits for the region,” American officials said in a statement.

“American’s roots in Chicago run deep and our commitment to the city — and importantly, our Chicagoland customers — is front and center.”

The airline also is launching billboards, messaging on social media, and sponsoring local entities including the Chicago Cubs.

In February, American Airlines touted a major expansion at O’Hare with more capacity and nine additional destinations. In total, American will operate up to 480 flights daily from O’Hare this summer.

Meanwhile, United said Tuesday that it offers nearly 600 flights a day and “will fly more seats from Chicago this summer than they have in the past 20 years.”

United also is expecting to be awarded six new gates at O’Hare this fall.