US Airways, Alabama promote each other in ads

By PHILLIP RAWLS
Associated Press Writer

Visitors to the US Airways Web site will find information promoting Alabama tourism. Tourists reading Alabama tourism brochures will find promotional information about US Airways.

It's part of the multimillion-dollar synergy between the airline and a state whose pension program is the largest stockholder in the airline.

"What we're doing is putting Alabama on the radar screen," David Bronner, chief executive of the Retirement Systems of Alabama, said Tuesday.

The Retirement Systems, the pension program for public employees in Alabama, owns 38 percent of the Arlington, Va.-based airline's stock and Bronner is chairman of the board.

The pension fund also owns 100 newspapers and 40 television stations that give it free advertising. Those ads are usually used to promote the Robert Trent Jones Golf Trail, which is owned by the Retirement Systems, and other Alabama tourist attractions.

In the future those ads will also include the airline's logo and its official declaration - ceremoniously proclaimed by Gov. Bob Riley at a news conference Tuesday - as the "Official Airline of Alabama Tourism."

All of the ads and brochures issued by the state tourism agency will include the same information, said Director Lee Sentell.

He said US Airways is getting mentioned in about $15 million worth of media advertising annually.

In return, US Airways is promoting Alabama on the destination section of its Web site, in its in-flight magazine, and in special promotions, such as one aimed at golfers who might be interested in playing the Robert Trent Jones Golf Trail.

"We're continuing to find creative ways to use Alabama resources," said Ben Baldanza, senior vice president for marketing and planning.