Big Plans for Big Apple

By Trebor Banstetter, Fort Worth Star-Telegram, Texas

Feb. 22–American Airlines is making a major pitch to New York travelers suffering from the Jet Blues.

Today, American executives plan to unveil a new New York strategy combining a service expansion with an ad campaign promoting the airline’s global network and benefits for the business traveler.

The blitz comes as some JetBlue Airways loyalists may be reconsidering their allegiance after last week’s operational meltdown that left hundreds of customers stranded and thousands delayed.

“New York is the most competitive aviation market in the world,” said David Cush, American’s senior vice president of global sales. “While you hear a lot about JetBlue and some of these other newcomers, we really consider New York to be American’s market, and we’re trying to re-establish our image there.”

Fort Worth-based American is rolling out 11 daily flights and six nonstop destinations from John F. Kennedy and LaGuardia airports, giving it 274 flights.

An advertising onslaught will accompany the new flights, which come as American finishes the latest phase of its $1.1 billion terminal at JFK and beefs up business-class amenities on international flights.

For American, the timing couldn’t be better.

JetBlue’s image has been tarnished since Feb. 14, when the New York-based airline canceled nearly 1,000 flights over six days after an ice storm hit its JFK operation.

The airline, which has touted itself as New York’s hometown carrier since its 2000 launch, has offered refunds to passengers and embarked on a spree of apologies and promises to improve.

But Cush said the event helps highlight American’s strength as a reliable, long-standing airline that has more to offer New York travelers, particularly business fliers.

“Hopefully, if someone is dissatisfied with JetBlue, they’ll give American a shot, because we have a lot of exciting things going on,” he said.

American has a long history in New York, which is one of the airline’s largest business markets as well as the most competitive.

The airline has served the city for nearly 80 years, and its original headquarters was in Manhattan.

American carried more than 16 million passengers to and from the city last year.

But American has also seen its market share weakened by JetBlue, now the third-largest airline in the New York market behind No. 1 Continental and American.

Meanwhile, upstarts such as Eos Airlines and MAXjet, which cater to business travelers, have challenged American’s service between New York and London.

“The fact is, we’ve been here for 80 years and we’re a major player,” said Chuck Imhof, American’s New York-based vice president of passenger sales. “We want to re-establish that.”

The airline’s New York plans include:

Adding daily domestic flights to cities including Atlanta, Cincinnati, Las Vegas, Louisville, Ky., Raleigh-Durham, N.C., and San Francisco.

Launching international flights to Port-au-Prince, Haiti, and Caracas, Venezuela, and beginning year-round service to Rome, which previously had seasonal service.

Rolling out the second phase of American’s new JFK terminal, which will have more ticket counters and security checkpoints than any other terminal at the airport.

Launching an advertising blitz in the New York market.

The airline has increased its New York marketing budget by as much as $7 million this year.

American already spends more advertising dollars in New York than in any other city.

Cush said other ongoing programs, such as the airline’s new lie-flat business seats in its Boeing 767-300s and 777s that fly international routes, and the addition of another first-class seat in its 767-200s, will help lure premium customers.

The airline has also expanded its partnership with U.S. Helicopter, which offers 10-minute helicopter rides from Manhattan to American’s JFK terminal.

The helicopter flights, first offered from a heliport on Wall Street, are also available at East 34th Street.

Cush said it is refreshing to be spending money in a market after years of belt-tightening.

“All of our investments are starting to bear fruit, so we can do things like this,” he said.

“Now is the fun part.”

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Trebor Banstetter, 817-390-7064 tbanstetter@star-telegram.com

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Copyright (c) 2007, Fort Worth Star-Telegram, Texas

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