Aviation has always been a fascinating blend of utility and creativity, with airlines often finding innovative ways to connect with passengers beyond just transporting them from one destination to another.
Among these creative initiatives, special liveries stand out as an eye-catching and impactful form of marketing.
These uniquely designed aircraft transcend their utilitarian purpose, becoming symbols of cultural significance and powerful tools for storytelling and engagement. Airlines use them to celebrate milestones, foster partnerships, and capture the imagination of travelers.
Recently, 
United Airlines
and 
Alaska Airlines
turned heads by unveiling Boeing 737-800
liveries inspired by the Star Wars franchise. These planes, adorned with intricate designs celebrating the iconic galaxy far, far away, became a visual treat for fans and underscored the strategic marketing power of special liveries
. More than just a nod to popular culture, these themed planes illustrate how airlines align with global phenomena to captivate loyal customers while promoting their brands in unique and memorable ways.
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This article delves into the reasons behind these collaborations, exploring why Star Wars is a valuable partnership for these carriers. It also examines the historical context of special liveries, highlighting their enduring appeal in aviation and their broader implications for branding, passenger engagement, and financial success. By understanding these initiatives, we gain insights into how airlines use creativity to build connections and stand out in an increasingly competitive industry.
How special liveries became a hallmark of aviation creativity
Special liveries have a long history in the aviation industry, dating back decades.
Airlines use them to celebrate milestones, promote partnerships, or pay homage to cultural events. These artistic aircraft designs transform uniform fleets into flying billboards that spark curiosity and conversation.
Photo: lorenzatx | Shutterstock
The strategy behind special liveries lies in their ability to generate buzz and connect with a specific audience. In recent years, partnerships with entertainment franchises have become particularly popular, combining the emotional resonance of beloved stories with the widespread visibility of aviation. For United Airlines and Alaska Airlines, aligning with the cultural phenomenon of Star Wars presented a perfect opportunity to create memorable brand experiences.
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United Airlines takes passengers to a galaxy far, far away.
United Airlines debuted its Star Wars-themed Boeing 737-800 in 2019 to coincide with the release of Star Wars: The Rise of Skywalker.
The airline’s collaboration with Lucasfilm and Disney was part of a more significant effort to engage customers through immersive experiences. United said the partnership was designed to:
“… bring the magic of Star Wars to customers around the globe.”
The plane’s exterior featured a bold design split between the light and dark sides of the Force, showcasing iconic imagery such as TIE Fighters and X-Wings. Inside, the immersive experience continued with headrest covers and themed safety videos. United even extended the Star Wars branding to its in-flight amenities, offering exclusive merchandise and themed food items.
Photo: Michael Gordon | Shutterstock
This partnership wasn’t just about aesthetics; it was a calculated effort to tap into the passion of Star Wars fans, who represent a vast and devoted audience. It also positioned United as an airline that goes beyond traditional services to create unique, memorable journeys for its passengers.
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Alaska Airlines’ homage to Star Wars: galaxy’s edge
Alaska Airlines followed suit in 2022 with its Star Wars: Galaxy’s Edge-themed livery, paying tribute to the immersive Star Wars land at Disneyland. According to Alaska Airlines, the plane featured detailed artwork of the Millennium Falcon soaring among TIE Fighters, paired with the tagline ‘Adventure Awaits.’
Photo: lorenzatx | Shutterstock
This livery aimed to strengthen Alaska Airlines’ partnership with Disneyland Resort, where Galaxy’s Edge is a significant attraction. By connecting its brand with a beloved franchise and a popular travel destination, Alaska Airlines effectively positioned itself as a family-friendly carrier that brings the magic of Disney to life. The timing was also strategic, coinciding with increased post-pandemic travel to major vacation spots.
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Why entertainment collaborations resonate with travelers
The decision to invest in Star Wars-themed liveries reflects a larger trend in the aviation industry: using entertainment partnerships to forge emotional connections with passengers.
Photo: lorenzatx | Shutterstock
- Leveraging cultural phenomena: Franchises like Star Wars transcend generations, appealing to parents who grew up with the original trilogy and their children who embrace the newer installments. Airlines that associate themselves with such beloved stories create excitement, fostering positive brand associations.
- Enhancing the passenger experience: Themed liveries and in-flight experiences make journeys more enjoyable and memorable. As noted by CBS Austin, travelers who spot these planes on the apron or board them often share their excitement on social media, generating organic publicity for the airline.
- Aligning with key markets: Entertainment collaborations also allow airlines to target specific demographics. For example, Star Wars fans include families, millennials, and frequent travelers who are highly engaged with popular culture, making them a lucrative audience for both ticket sales and ancillary purchases.
Other benefits to airlines and consumers
Brand visibility
Planes are large and visible assets, whether parked at airports or cruising at 35,000 feet. A special livery turns each aircraft into a mobile advertisement that garners attention wherever it flies. This is especially true for Star Wars-themed planes, which stand out even among other special liveries.
Photo: Suparat Chairatprasert | Shutterstock
Increased passenger loyalty
Memorable experiences foster brand loyalty. Travelers who fly on a Star Wars-themed plane are likelier to associate positive emotions with the airline and share their experiences, enhancing word-of-mouth marketing.
Ancillary revenue
Collaborations with major franchises often extend beyond the plane itself. Airlines like United and Alaska capitalize on these partnerships by offering themed merchandise, special promotions, and exclusive in-flight content, creating additional revenue streams.
Photo: Vincenzo Pace | Simple Flying
Media coverage
Special liveries generate substantial media attention. When United and Alaska unveiled their Star Wars designs, numerous outlets picked up the news, amplifying the impact of their campaigns. This kind of publicity often outweighs the cost of painting the aircraft and implementing the themed experience.
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The US market
The United States is a significant hub for both airlines and the fandom of Star Wars. With United Airlines headquartered in Chicago and Alaska Airlines based in Seattle, the US market provides fertile ground for engaging with customers who are avid fans of Disney and Lucasfilm properties.
Photo: United Airlines
The Star Wars collaborations by United Airlines and Alaska Airlines are part of a growing trend in aviation where airlines use creative and thematic liveries to differentiate themselves in a highly competitive market. These liveries are more than paint on a plane – they are flying billboards that combine functionality with artistry, captivating passengers and aviation enthusiasts alike.
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From Southwest Airlines’ famous ‘Shamu’ livery celebrating its partnership with SeaWorld to Qantas’ Aboriginal art designs that honor the rich cultural heritage of Australia, these initiatives illustrate how airlines can connect with their audiences through visually striking and culturally meaningful designs.
Special liveries allow airlines to engage passengers beyond the flight itself, leaving a lasting impression that goes far beyond transportation. Each livery tells a story, whether celebrating a company milestone, promoting a cultural movement, or building partnerships with globally recognized brands or franchises.
These efforts often generate significant attention, from passengers snapping photos to the planes being featured in media coverage and social media posts, amplifying the reach of the airline’s brand in an organic and cost-effective way.
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Why Airlines Continue to Invest in Special Liveries
- Competitive Differentiation: In a crowded aviation market where many airlines offer similar products and services, a distinctive livery helps an airline stand out. A creatively designed aircraft instantly grabs attention on the apron and in the sky, making it more likely to be noticed by passengers and aviation enthusiasts. This differentiation can translate into stronger brand recall, giving the airline a competitive edge in a market saturated with conventional branding.
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AirAsia recently unveiled a new ‘Love, Singapore’ livery on one of its Airbus A320 planes. The special livery was delivered in collaboration with the Singapore Tourism Board, Gardens by the Bay, and Mandai Wildlife Group to promote travel to Singapore. It’s a charming and colorful new paint job that features a parrot, panda, giraffe, and Merli, the official mascot of the Singapore Tourism Board. This cute cartoon character represents Singapore’s mythical national icon, the Merlion, which has a lion’s head and a fish’s body.
Airline special liveries often promote destinations and events. Southwest Airlines has had a score of them over the years, including the striking Imua One ombre-livery on a 737 MAX 8, dedicated to the people of Hawaii. Alaska Airlines also has several aircraft with special liveries, including the “West Coast Wonders” painted with Orcas, which celebrates the wildlife of the Pacific Northwest. Virgin Atlantic
- Cultural Engagement: Special liveries allow airlines to connect with passengers on a deeper cultural level, fostering goodwill and creating an emotional resonance that extends beyond the flight experience. By tying their brand to globally recognized cultural icons or causes, airlines demonstrate their commitment to being more than just a transportation provider – they position themselves as part of a broader cultural conversation. For example, Qantas’ Aboriginal art liveries not only showcase the rich heritage of Australia but also communicate the airline’s respect for the nation’s indigenous cultures, earning local and international goodwill.
- Global Exposure: A unique livery is a mobile advertisement that generates substantial media and public interest. These planes often go viral on social media platforms, where aviation enthusiasts and passengers share images of the distinctive designs, effectively promoting the airline at no additional cost.
- Striking visuals: Visuals of special liveries are frequently covered in the industry and mainstream media, amplifying the airline’s visibility to an even larger audience. This combination of social media buzz and traditional press coverage makes special liveries a cost-effective way to expand brand recognition globally.
Flying into the hearts of fans
The Star Wars-themed liveries by United and Alaska Airlines illustrate the power of creative branding in aviation. By aligning with one of the most beloved franchises in entertainment history, these airlines not only delighted fans but also strengthened their market presence and passenger loyalty.
Photo: Michael Gordon | Shutterstock
Special liveries like these prove that the sky is not the limit in aviation – it’s an expansive canvas for innovation and imagination. As airlines continue to explore partnerships and creative designs, passengers can look forward to even more magical journeys in the future.
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