<html><div style='background-color:'><DIV> <P><BR>here in st. louis twa ran some ads like that with cows being herded up. of course i don't think it really helped although hopefully america west is in a better position than they are. btw how does everyone feel about the hp/co seperation. i was kind of upset because i wanted to use my onepass elite perks with hp and i guess i won't get to unless i get a chance to fly with them before sept.</P> <P>-Michael Gomez</P> <P> </P> <P> </P> <P><BR> </P></DIV> <DIV></DIV> <DIV></DIV> <DIV></DIV> <DIV></DIV> <DIV></DIV>>From: RT Simpson <BRANIFFINTL@AOL.COM> <DIV></DIV>>Reply-To: The Airline List <AIRLINE@LISTSERV.CUNY.EDU>, BraniffIntl@aol.com <DIV></DIV>>To: AIRLINE@LISTSERV.CUNY.EDU <DIV></DIV>>Subject: New AmWest Advertising <DIV></DIV>>Date: Sun, 5 May 2002 15:17:46 EDT <DIV></DIV>> <DIV></DIV>>Over the weekend I caught a new TV ad for Phoenix based America West. Shot <DIV></DIV>>in black and white, the ad features a gate attendant calling passengers to <DIV></DIV>>board in groups of 40 like rival Southwest Airlines. The screen then cuts to <DIV></DIV>>a shot of someone being passed overhead at a rave, while everyone else is <DIV></DIV>>shown in a constant stage of chaos. The commercial finishes with a visual <DIV></DIV>>and verbal reminder that all seats on America West are assigned. On a scale <DIV></DIV>>of 1 to 10, I'd give it an 8 as America West clearly differentiates their <DIV></DIV>>product from Southwest and it's a promise Cactus easily fulfills (unlike the <DIV></DIV>>disastrous Every Flight Counts campaign). <DIV></DIV>> <DIV></DIV>>The problem Cactus faces doing this type of comparison advertising is just <DIV></DIV>>about everyone knows how Southwest boards their aircraft and they like it. <DIV></DIV>>With Southwest it's a cattle car boarding procedure; you get a bag of peanuts <DIV></DIV>>and a soda; and you'll get there on time. With AmWest you get an assigned <DIV></DIV>>seat, a bag of peanuts and a soda, and hopefully get there on time. Even <DIV></DIV>>though their on-time performance now leads the industry, the perception of <DIV></DIV>>America West being a less than reliable carrier is still out there. Changing <DIV></DIV>>that perception is the greatest challenge of Cactus' new ad agency. <DIV></DIV>> <DIV></DIV>>RT Simpson <DIV></DIV>>Phoenix <DIV></DIV></div><br clear=all><hr>MSN Photos is the easiest way to share and print your photos: <a href='http://g.msn.com/1HM105401/46'>Click Here</a><br></html>