US Airways Takes To Streets In Battle For Philly

In an effort to defend its hub and return to profitability, US Airways has taken to the streets of Philadelphia with a guerrilla campaign aimed at beating back-market newcomer Southwest Airlines.

The Arlington, Va.-based carrier is touting its restructured pricing, which includes low fares—not something it’s known for—as it seeks to counter Southwest’s May 9 arrival at Philadelphia International Airport. The campaign was coordinated by Eisner Communications in Baltimore and Do It Outdoors in York, Pa.

As part of the effort, which began late last week, teams of US Airways employees are converging in downtown Philadelphia, committing what Eisner evp, director of client services Peter Gladstone called “unbelievable acts of kindness.”