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I'm the Boss

I'm the Boss Advertising Button Museum
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I'm the Boss button back Advertising Button Museum
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I'm the Boss.
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Black text above descending horizontal orange, red, and blue stripes over white background. 

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United Airlines ran a "You're the Boss" ad campaign during 1976-77 to attract business travelers. Leading up to this campaign, the company researched its customers and found that nearly half of their customer base were business travelers. As a result of this research, United expanded carry-on luggage space and emphasized food and drink quality.

United Airlines was formed with the merger of Boeing Air Transport, National Air Transport, Varney Airlines, and Pacific Air Transport in the 1930s. United is the world's largest airline when measured by number of destinations served (as of 2014).


Smith, William D. (1976, September 9). United Woos Business Traveler. The New York Times Retrieved from

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