United's earliest slogan, "The Main Line Airway", emphasized its signature New York-Chicago-San Francisco route, and was replaced in 1965 with "Fly the Friendly Skies", which was in use until 1996 in its first iteration. The "It's time to fly" slogan was created in 2004. After the merger of United and Continental in October 2010, the slogan changed to "Let's fly together" until September 2013, when United announced a return of the "Fly the Friendly Skies" slogan in an ad campaign to start the following day. The resurrected slogan would be accompanied by the 1924 George Gershwin song "Rhapsody in Blue" as its theme song, and a voiceover provided by Matt Damon.