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AMERICA WEST AIRLINES REAPS BENEFIT OF ARENA NAME SPONSORSHIP

 PHOENIX, June 11 /PRNewswire/ -- In the Phoenix Suns' silver anniversary season, America West Airlines (NASDAQ: AWAQC) has found an exceptional advertising value in the first year of its 30-year name sponsorship of the America West Arena. The Suns play all of its home games at the one-year-old facility, and with the team's meteoric rise to the NBA Finals, the Phoenix-based carrier has received an invaluable promotional boost.
 "Our name sponsorship agreement for the arena has paid dividends well beyond what we could have imagined," said Warren Rucker, director of advertising. "The America West Arena hosts more than 300 events per year, and each one of those events gives a positive impression of America West Airlines. Now, with the national and international publicity generated by the Phoenix Suns' ascent to the NBA Finals, America West receives multiple impressions in prime time every game, in addition to all of the peripheral publicity leading up to the Finals."
 Rucker noted that the carrier's name appears prominently on the hardwood floor at the America West Arena seen constantly throughout the game by the 19,023 spectators inside the arena in addition to the millions more watching on television. The rooftop and street-level signage provide further visual credits for Phoenix's "Hometown Airline." In addition, radio and TV newscasters regularly announce the America West Arena name as the venue for the games.
 America West Airlines' name sponsorship contract calls for the airline to pay $550,000 annually with a 3 percent increase each year. "The value of America West's sponsorship cannot be overestimated," Rucker continued. "To give you an idea, just one 30-second commercial spot on the TV broadcast of the NBA Finals would cost about $300,000. And America West is receiving nearly continuous credit throughout each game played in Phoenix. It's been a promotional bonanza for us."
 America West has also been the official airline of the Phoenix Suns since 1989. The carrier reconfigured one of its Boeing 737s with extra spacious legroom and additional First Class seats. The plane, used to transport the Suns to and from its away games, features the Suns' logo on the exterior and is utilized in the airline's normal flight schedule when not chartered by the Suns. This charter contract combined with local advertising sponsorship on radio and television has been a very beneficial community partnership.
 America West Airlines and its commuter partner America West Express serve 56 destinations from coast to coast, as well as Mexico City. The carrier operates one of the world's most modern, fuel- efficient fleets, including the Boeing 757, Boeing 737 and Airbus A320.
 -0- 6/11/93
 /CONTACT: Daphne Dicino, senior director of corporate communications of America West Airlines, 602-693-5729/
 (AWAQC)


CO: America West Airlines ST: Arizona IN: AIR SU:

BP -- LA011 -- 1114 06/11/93 14:01 EST
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Publication:PR Newswire
Date:Jun 11, 1993
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