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AMERICA WEST AIRLINES TO UNVEIL NEW ADVERTISING CAMPAIGN: RESPECT

 PHOENIX, April 16 /PRNewswire/ -- America West Airlines (NASDAQ: AWAQC) will unveil its new advertising campaign beginning Monday, April 19, through a nationwide program that includes television, newspaper, radio, magazine and outdoor boards (billboards). The campaign is the carrier's heaviest advertising blitz since 1991.
 Tom Burns, senior vice president of sales and marketing programs, said, "We are very excited about this new campaign as it reflects America West's revitalization from both a customer service standpoint as well as an operational outlook."
 Warren Rucker, director of advertising, stated, "This concept was developed through careful analysis of the feedback received from group discussions around the country with business travelers, senior passengers, travel agents and leisure travelers." He added, "While several specific passenger needs were identified, such as price, frequency, flexibility, dependability and comfort, there was one main recurring theme, respect. And, that is what our new campaign is all about. To help communicate this idea, we're using Aretha Franklin's `Respect' in our radio and television commercials along with our employees, with the theme then translated into print." Rucker noted, "We want to ensure our passengers, clients and partners, that America West hasn't forgotten the meaning of respect," he concluded.
 -0- 4/16/93
 /CONTACT: Daphne Dicino, senior director-corporate communications of America West Airlines, 602-693-5729/
 (AWAQC)


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

LS -- LA009 -- 6611 04/16/93 09:02 EDT
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Date:Apr 16, 1993
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