United Airlines doubles down on Chicago roots with new O'Hare billboards

Driving the news: The new billboards, installed around O'Hare this month, point arriving traffic to United's terminal and refer to terminals with other airlines as "the rest."

• United has also saturated social media, including ads that favorably compare it to Southwest Airlines, which anchors Midway.

What they're saying: "As Chicago's No. 1 airline, United offers more flights to more destinations than any other airline in this city," United chief advertising officer Maggie Schmerin tells Axios.

The latest: United reported its best first-quarter financial performance in five years, but will cut some domestic flights this summer due to lower travel demand.

Zoom out: United is a stakeholder in the expansion plan for O'Hare, which is moving forward, but could face more cost overruns, depending on tariffs on steel and other building materials.

• The major airline also just secured six more gates from the Chicago Department of Aviation, which will help with congestion at the airport. The gates are used by other airlines and will be turned over to United in the fall.