Jargony Press Release
United Cargo hired a new communications firm, announced in a press release. Maybe it’s my lack of experience in the cargo industry, but I find the statement confusing and jargony. My AI-antenna is up.
Students might evaluate the message, below, for purpose and word choice. Other than the 100-year anniversary, what distinguishes United Cargo from its competitors? The press release is an opportunity to redefine its position in the market.
Maybe the trouble is whether “appointing a new strategic communications partner” is really news. Of course, the firm wants its own publicity from the release, but how does it serve the client, United Cargo? Students might discuss what a “strategic partnership” means.
Students might be curious about the firm, Lemon Queen. Research into its name and logo, for starters, and its own online presence may give us a fuller picture of the work. (See the website, and Instagram account.)
With a specialty in cargo companies, the firm has particular challenges. The name and graphics just might distinguish it as an edgy, irreverent firm in an otherwise staid industry. Certainly, the link between the logo and the business isn’t obvious.
I will say two positive outcomes from the release: I didn’t know United has a freight company, and now I do. I hadn’t heard of Lemon Queen, and now I have. Maybe that’s enough to achieve.
United Cargo has entered 2026 with a major milestone and a renewed focus on brand storytelling, kicking off its 100th anniversary year by appointing a new strategic communications partner.
As it enters its centennial year, United Cargo is launching a new chapter — both in air cargo and in communication — with the appointment of Lemon Queen as its strategic communications partner, effective January 2026.
The collaboration begins at a symbolic moment in the company’s history: a century of connecting markets, enabling global commerce, and shaping the future of air freight. This new partnership will help United Cargo define and share its vision for the next 100 years through focused, consistent and impactful communication.
Lemon Queen will support United Cargo across public relations, digital storytelling, and strategic messaging, highlighting key milestones and reinforcing the company’s leadership in an evolving global logistics landscape.
With this move, United Cargo joins a portfolio of leading aviation and logistics brands working with Lemon Queen, including ECS Group, Aerion, Swissport, Qatar Airways Cargo, and LGG.