While I agree that a comprehensive marketing program would help US, there may be a rationale for US not to spend that money right now. Wouldn't it make more sense to advertise when there's something new and exciting to tell your customers about??? When the new RJs/SJs start to move into the fleet next year, that would seem to me to be the perfect time to start a media blitz. If there are plans to upgrade some of the service, particularly the f/c service to coincide with the entrance into the Star Alliance, that would seem to me to be the perfect time for a media blitz. If a new hub is chosen (following PIT negotiations) - not sure if it's likely, but I also don't believe it's impossible, that would seem to be to be the perfect time to start a media blitz. You get the idea. All of these things point to a strategy to spend significant dollars on advertising early next spring - with lots of new stuff to talk about at US going into a period when traditionally lots of people make plans to fly and hopefully their choices can be influenced for that period and beyond. With the arrival of new aircraft and new capacity, 50- and 70-seaters to replace 37-seat turboprops, it would also seem that's when the airline could best absorb a significant influx of new pax.
Of course, none of this may be in the works, but it makes sense to me - especially if CCY is trying to conserve cash and wants to get the most bang for the buck. Remember, advertising only makes sense when there's something to advertise. Though I am a US2 and usually choose US over other alternatives, I recognize that the product needs work. You can advertise all day long and it won't make people prefer a turbo-prop over an RJ or plastic cups over glass in f/c. Assuming these things will be different in the spring, wouldn't it be better to advertise then? Hopefully mgmt at CCY isn't as dumb as some of those on this board portray...and hopefully there is a method to the madness.
