America West aspires to reach airlines' top tier

Cuneo, Alice Z.; Goetzl, David
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, p6
Trade Publication
This article focuses on America West and its branding campaign launched in April 1999. The advertising, tagged "Every flight counts" is different from its previous discount positioning and that of its primary competitor in the Phoenix, Arizona and Las Vegas, Nevada markets, Southwest Airlines. The commercials created by Publicis & Hal Riney feature different airline employees who speak about his or her job. The campaign is targeted to business travelers taking 10 to 20 trips a year. The ads are also meant to inspire employees.


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