The two companies have announced plans to come together under a single holding company, United Continental Holding.
United and Continental currently fly to 370 destinations worldwide, flying 144m passengers a year, and the merger will see the combined group leapfrog American Airlines to become the leading global carrier.
It is expected to be fly to 370 destinations in 59 countries - 14 more than Delta Air Lines. Destinations will include Heathrow, Birmingham, Bristol, Manchester, Edinburgh, Glasgow and Belfast.
It will be led by Continental chief executive Jeffrey Smisek, and new branding will incorporate the Continental livery, logo and colours, but feature the United Airlines brand.
A launch campaign based around the strapline ‘Let's Fly Together' is anticipated, and will point consumers towards a new website, www.unitedcontinentalmerger.com.
United Airlines' Glenn Tilton, who will become non-executive chairman of the new company, said: "Building on our Star Alliance partnership, we are creating a stronger, more efficient airline, both operationally and financially, better positioned to succeed in a dynamic and highly competitive global aviation industry."
Continental Airlines' £2m UK advertising account has been held by Team Saatchi since November 2008, while the carrier has also worked with creative agency Souk for nearly 20 years. Media planning and buying duties are currently handled by Starcom.
United Airlines conducts very little marketing in the UK, but its global media arrangements are handled by Mediaedge:cia.
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