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THE KING IS DEAD, LONG LIVE ELVIS

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Competing with the promotional stunts of Southwest Airlines-whose chairman once arm-wrestled an executive from a rival carrier for rights to an advertising slogan-is not easy, but American Airlines is trying.
Hoping to capitalize on the fever generated by Elvis Week '97, American's promotional crew is doing its part to put Elvis fans where they belong: Graceland.
The usually straight-laced airline loosened its collar a bit to issue a press release last week announcing a special $138 round-trip fare between Dallas/Fort Worth and Memphis, Tenn.
Headlined "A Hunk-a-Hunk-a Burnin' Fare," the release points out that while travel must be completed by Aug. 19 and seats are limited, "Elvis suits and sideburns are optional. Bring your own jelly donuts."
The Aug. 9-17 festivities include tours of Graceland and Memphis, as well as a candlelight vigil marking the 20th anniversary of the King's death.