USAir emphasizing service in $50 million ad campaign

May 10, 1991|By Maria Mallory pdB

In case you didn't know it, "USAir begins with you," and the Arlington, Va., air carrier is spending $50 million in new advertising to stress the point.

With layoffs, losses and limp travel demand clouding the company's performance over the last seven quarters, USAir hopes its play on words will impress travelers with the carrier's promise of quality service.

Following the vision of its president and soon-to-be chief executive officer, Seth E. Schofield, the carrier unveiled the new image campaign yesterday in New York.

"This program reflects our increased customer [service] focus aUSAir," Mr. Schofield said.

USAir is adopting the strategy after landing among the industry's leaders in on-time performance, efficient baggage-handling and customer satisfaction over the last several months, according to a ranking by the Department of Transportation.

The ads, designed by New York ad agency McCann-Erickson, will begin running on radio next week with national newspaper and television ads to follow.

Though the carrier spent more than $117 million for advertising and promotion last year, this is the first comprehensive image campaign the carrier has launched, said Nancy E. Vaughan, spokeswoman for the company's marketing department.

USAir has a hub operation at the Baltimore-Washington International Airport and accounts for about 60 percent of its passenger traffic.

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