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CONTINENTAL TAKES OFF WITH THE RICHARDS GROUP: RICHARDS NAMED AS CARRIER'S NEW U.S. AGENCY OF RECORD

 DALLAS, Aug. 9 /PRNewswire/ -- The Richards Group announced today that it has been hired by Continental Airlines to handle the carrier's U.S. advertising.
 "The addition of The Richards Group underscores the continuation of Continental's positive momentum since it reorganized on April 28 of this year. That momentum will be best served by the kind of communication for which the Dallas agency is noted," said Donald Valentine, senior vice president of marketing and sales for Continental.
 "The airline industry is very near and dear to my heart," Stan Richards, principal and founder of The Richards Group, commented. "We've worked for several different carriers, but Continental clearly propels us to a whole new level and I'm tremendously proud that they've selected us. Undoubtedly, this is the most exciting time the U.S. airline industry has ever faced and we're ready to roll up or sleeves and get to work."
 Based in Houston, Continental reported 1992 revenues of $5.4 billion. Continental and Continental Express provide service to 191 airports worldwide including 58 international destinations. The airline has U.S. hubs in Houston, Newark, Denver, Cleveland, Guam and Honolulu.
 Continental currently has a fleet of more than 320 jets and recently placed an order with Boeing for 92 new aircraft including widebody 767s and 777s. In Fall 1992, the carrier introduced its new BusinessFirst(SM) service on international flights. BusinessFirst features first class amenities such as expanded legroom, food and wine service and individual video consoles, at business class prices.
 The Richards Group will begin work immediately for Continental. Projects are expected to include both network and spot television, radio and national print.
 Based in Dallas, The Richards Group has current billings of more than $220 million. Its clients include The Home Depot, Memorex, Motel 6, Neiman Marcus, TGI Friday's and USA TODAY.
 -0- 8/9/93
 /CONTACT: Stan Richards of The Richards Group, 214-891-5700, or Corporate Communications, Continental Airlines, 713-834-5080/


CO: Continental Airlines; The Richards Group ST: Texas IN: AIR SU:

SH -- NY073 -- 0836 08/09/93 15:12 EDT
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Publication:PR Newswire
Date:Aug 9, 1993
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