Friday January 28, 8:01 am ET

PHOENIX, Jan. 28 /PRNewswire-FirstCall/ -- America West Airlines (NYSE: AWA - News) today unveiled a new brand campaign that clearly highlights the airline`s unique position as the nation`s premier low-fare carrier and the only airline to give consumers the ability to ``Upgrade Their Low Fare Experience.`` The campaign will encourage consumers to join other savvy business and leisure travelers and ``Get on Board`` America West.

``American consumers have always sought to `beat the system` by doing business with companies they feel give them more value for their money. Nowhere is this more evident than in the airline industry where low-fare carriers have taken significant market share away from the more traditional airlines,`` explained Executive Vice President, Sales and Marketing Scott Kirby. ``But today, it`s not enough to simply offer a low fare; customers want, expect, and deserve value in addition to a low fare. More and more air travelers are discovering that America West offers both, and this campaign will help spread the word about our full range of travel services and everyday low fares in a more consistent and meaningful way than ever before.``

America West knows that low prices and high-quality service are particularly important to business travelers who own or work for small- and medium-sized companies. That is why the initial launch of the campaign includes television commercials starring the chief executive officers of several well-known Arizona-based companies who offer their customers the same kind of value. America West`s agency of record Phoenix-based Moses-Anshell produced a series of television and radio spots featuring successful companies describing why they`re ``On Board`` with America West. Some of these companies include Cold Stone Creamery, University of Phoenix, Fulton Homes, Bashas`, and Oregano`s Pizza Bistro.

Kirby continued, ``As the Valley`s hometown airline, it makes perfect sense to introduce the campaign by partnering with other well-respected local and national companies that also call Arizona home. They`ve watched America West grow regionally, nationally and internationally while we`ve expanded our unique complement of services, and as a result of our presence, they, too, have been able to grow their businesses. We found these partners more than willing to step forward and reinforce the message that America West offers a value like no other airline.``

Get On Board will become the cornerstone of all America West marketing efforts, internally as well as through advertising. Beginning today and over the next several months, the Get On Board message will begin to roll out across the entire system including on www.americawest.com, reservations, airport signage, inflight announcements and entertainment, passenger service and in-flight crew uniforms.

This consistent message throughout the airline`s network is meant to reinforce the fact that America West is the only low-fare airline to offer a full range of travel amenities along with everyday low prices.

* Service to 96 destinations in North and Central America, more destinations than any other low-fare airline.

* Code-share partnerships that allow customers to book flights to an additional 20 destinations.

* Frequent flyer partnerships that give FlightFund members the option to fly to more than 300 destinations on five continents.

* First-class fares that are up to 70 percent lower than traditional first class fares. Most other low-fare airlines do not offer first class.

* Same day, first-class upgrades starting at just $50 each way.

* Elite-level frequent flyer program voted best in the Americas two years in a row, by the nation`s frequent flyers through Inside Flyer magazine.

* Unlimited, complimentary, space-available first class upgrades for FlightFund Elite frequent flyers.

* Airport club access in nearly two-dozen locations.

* Meals available for purchase on select flights. Most other low fare airlines don`t offer this convenience.

* Inflight movies, situation comedies, news and audio entertainment on long-haul flights.

http://www.americawest.com/services/entertainment/default.htm

* Assigned seats on every flight.

America West unveiled the new Get On Board campaign to its employees last fall. ``Each of our 13,000 employees represents another opportunity to deliver this powerful message with personality and flair. As a service company, we are only as good as our last customer encounter, and each day, our 13,000 employees work hard to deliver an upgraded low-fare experience,`` added Kirby.

Television advertising for Get on Board is available for viewing at the company`s Web site by visiting www.americawest.com/getonboard.

America West Airlines is the nation`s second largest low-cost airline and offers a range of services such as first class, assigned seating, airport clubs and an award winning frequent flyer program. America West`s 13,000 employees serve 55,000 customers a day on more than 900 flights to 96 destinations in the U.S., Canada, Mexico and Costa Rica. This press release and additional information on America West can be accessed at http://www.americawest.com/aboutawa/companyprofile/aa_gob.htm?c=12270816GOB