US AIRWAYS UNVEILS 'DOT COM' AIRCRAFT LIVERY
Aircraft are Part of Year-Long "No booking fees. No brainer."
Web Site Initiative
ARLINGTON, Va., March 4, 2004 -- US Airways today unveiled a specialized aircraft livery to promote the consumer benefits of booking travel online at usairways.com. Approximately 10 aircraft will wear the ‘Dot Com’ livery.
Aircraft with the usairways.com logo and the tagline “No booking fees. No brainer.” are part of a US Airways multi-media campaign encompassing the airline’s Web site, electronic statements to Dividend Miles members, print advertising, onboard video announcements, in-airport promotions and other marketing communications that will be seen in coming months.
“We want to significantly raise awareness of the consumer benefits of buying at usairways.com, including the fact that we do not charge service fees like many other sources,” said B. Ben Baldanza, US Airways senior vice president of marketing and planning. “This isn’t rocket science or revolutionary, as competitors like Southwest and JetBlue have effectively used their Web sites to sell a greater percentage of their tickets to help drive down distribution costs. Our push to promote our Web site is part of our strategic plan to lower distribution costs by doubling consumer use of usairways.com. In conjunction with that effort, we are also investing in upgrades, redesigns and new features that will make usairways.com the preferred stop for our customers who wish to conduct a ticket purchase transaction themselves.”
US Airways is taking advantage of an opportunity to introduce new alternative liveries on a planned basis due to a combination of factors, including a requirement to soon paint aircraft in the Star Alliance livery; a need to re-paint some aircraft whose cosmetics are showing age; and an industry-wide Boeing inspection program for a limited number of 737 aircraft.
(I think its pretty darn ugly, but I guess its all they can afford now)