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Westpac and Purgatory Resort unveil Colorado's first mountain destination "Logo Jet".

COLORADO SPRINGS, Colo.--(BUSINESS WIRE)--Oct. 17, 1996--Western Pacific Airlines, the Colorado Springs-based low fare carrier, and Purgatory Resort of Durango, Colo., today unveiled the first Colorado mountain destination "logo jet" at the Durango-La Plata County Airport in Durango.

The Purgatory Resort "logo jet," the Spirit of Durango, is the latest participant in Westpac's "air logo" program in which the exterior of the planes are used for promotional purposes.

The starboard side of the blue Boeing 737-300 sports a 38-foot image of extreme skier Sven Brunso bursting through powder on the tail and Purgatory Resort's logo emblazoned across the fuselage. The port side of the aircraft depicts the world-famous Durango and Silverton Narrow Gauge Railroad and the ancient Indian ruins of Mesa Verde National Park.

"The Spirt of Durango `logo jet' will be used to further develop the awareness of Purgatory Resort, the Four Corners area and Colorado as not only a winter destination but a summer destination as well," said Tom DeNardin, Westpac vice president of sales and marketing.

Each logo jet generates an estimated 132 million impressions per year nationwide. "The Spirit of Durango" is skiing's first logo jet and the first of its kind to promote year-end attractions," said Ken Stone, Purgatory Resort's vice president of marketing. "The Spirit of Durango is a colorful flying billboard, and the medium is also the message: What better way than using a jet aircraft to promote unique vacation attractions along with convenient, economical air service to the resort community?"

"The people at Purgatory Resort have been great to work with," added Denardin. "We are excited about our relationship with Purgatory Resort as a 'logo jet' partner."

With up to 18 non-stop flights per day to Durango, Purgatory is one of Colorado' most accessible resorts. For the upcoming ski season, the number of commercial airlines serving the Durango-La Plata County Airpot (DRO) has doubled to six and the number of in-bound airline seats surpasses 100,000, a one-year increase of 54% that establishes Durango as one of the fastest-growing and most convenient airports in the country.

DeNardin, administrator of the "air logo" program, was recently recognized by Advertising Age and Newsweek magazines as one of America's top 100 marketers. InnoVision, creative consultant to Westpac, is responsible for the design of the logo jets.

Western Pacific has a young, modern, fuel efficient fleet of 15 Boeing 737-300s. The average age of a Westpac plane is 9.8 years. The airline began service on April 28, 1995 with service to five cities. Currently, the airline provides Colorado Springs non-stop service to 22 cities including: Los Angeles, Las Vegas, Phoenix, Kansas City, Oklahoma City, San Francisco, Dallas/Fort Worth, Seattle, Chicago (Midway), San Diego, Indianapolis, Houston, New York/Newark Airport, Tulsa, Washington D.C./Dulles, Atlanta, Nashville, San Antonio, San Jose (Calif.), Portland (Ore.), Ontario (Calif.) and Orlando.

Purgatory Resort was established in 1965 near the historic town of Durango in southwest Colorado. The resort spans across 2,500 acres of national forest land, with ten lifts serving ski and snowboard terrain designated 26% advanced/expert, 51% intermediate and 23% beginner.

Since 1994, Purgatory has made many capital improvements to the mountain and resort facilities, including the Hermosa Park Express high-speed quad lift, more trails, more tree skiing, new terrain parks for kids and snowboarders, and a twofold increase in the amount of terrain covered by snowmaking.

Improvements for the 1996-97 ski season include another major expansion of the resort's snowmaking system for top-to-buttom snowmaking coverage on the front and back sides of the mountain, installing a new surface lift, and improvements to on-mountain and base-area restaurants. Purgatory's lead ticket price will remain $39, the same price as last season.

Purgatory is the only major Colorado ski resort with an all-day adult lift ticket below $40. Purgatory Resorts 1996/97 ski season begins Nov. 27.

CONTACT: Western Pacific Airlines, Colorado Springs

Sara Russell/Gerry Freeman, 303/232-3870

Mike Smedley, 970/247-9000
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Copyright 1996, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Business Wire
Date:Oct 17, 1996
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