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America West Airlines.
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Author: Thomaselli, Rich
Section: Special Report: Marketing 50
J. Scott Kirby
It's hard to believe
that airline travelers, already squeezed by shrinking seats and growing
fares, would embrace a plan that would have them purchase-not receive
as part of their fare, but purchase-better-quality food on their
flights. But that was just one of several initiatives that J. Scott
Kirby, exec VP-sales and marketing for America West Airlines,
introduced as a way to help save the once-floundering airline.
Catered by LSG Sky
Chefs, America West offers such items as egg and ham on a biscuit,
yogurt and fresh fruit for $7. Lunch and dinner choices include upscale
sandwiches ranging from roast beef and fontina cheese to smoked turkey
and fresh peppers.
"It was just one way, not the only way, of trying to separate America West from the clutter," Mr. Kirby, 36, says.
America West also
simplified its fare structure, recently selling a New York to Los
Angeles ticket in first class for $798 round trip. Ads from Moses
Anshell, Phoenix, tout the low-fare flights. "Leno to Letterman" reads
one, pitching the direct flights from Los Angeles to New York.
A new payment option, "Bill Me Later," allows fliers to defer payment for 90 days, after the customer has passed a credit check.
"They're really trying some innovative things," says travel expert Terry Trippler.
PHOTO (COLOR)
~~~~~~~~ By Rich Thomaselli
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