canyonblue
Everyone loves Southwest
- Joined
- Nov 26, 2001
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US Airways faces a formidable challenge as it prepares for Southwest's invasion of its profitable Philadelphia hub. To compete, USA TODAY reported Thursday that US Airways is slashing its Philadelphia fares. It's also trying to spruce up its image for Philadelphia travelers, reminding them that its global service options dwarf Southwest. However true, getting out that message could be quite a challenge, says The Philadelphia Inquirer's Tom Belden. He writes: "The most service and low fares? US Airways knows half of the equation could be a tough sell, given its long history of charging $600 for a 600-mile round trip to Pittsburgh." But the stakes have never been higher for embattled US Airways, which was already driven out of one lucrative East Coast market (Baltimore) by Southwest in the 1990s. Philadelphia is now US Airways's most profitable hub — not to mention the nation's fourth-largest market. Taking no chances, US Airways is also rolling out a number of "acts of kindness" in its fight against Southwest.
Beyond the slashing fares, the carrier's marketing blitz includes teams of employees washing cars for free, delivering free pizzas to office workers, and paying turnpike tolls for motorists. "US Airways has invested millions of dollars in Philadelphia," said Ben Baldanza, senior VP of marketing and planning. "We know the city is excited about Southwest coming, but our general belief... is when fares are the same, people are going to want to fly US Airways. Philadelphia is ours to lose, and we don't plan to lose it." Southwest mounted its own three-day assault with TV ads and giveaways such as Styrofoam drink holders with the airline's logo.
Beyond the slashing fares, the carrier's marketing blitz includes teams of employees washing cars for free, delivering free pizzas to office workers, and paying turnpike tolls for motorists. "US Airways has invested millions of dollars in Philadelphia," said Ben Baldanza, senior VP of marketing and planning. "We know the city is excited about Southwest coming, but our general belief... is when fares are the same, people are going to want to fly US Airways. Philadelphia is ours to lose, and we don't plan to lose it." Southwest mounted its own three-day assault with TV ads and giveaways such as Styrofoam drink holders with the airline's logo.
