Midwest Airlines Looks to the Future on Its 20th Anniversary
June 10 2004 - 09:30AM
PR Newswire (US)
Midwest Airlines Looks to the Future on Its 20th Anniversary
MILWAUKEE, June 10 /PRNewswire-FirstCall/ -- The airline recognized
as "The best care in the air" turns 20 Friday and to celebrate,
Milwaukee-based Midwest Airlines (NYSE:MEH) has planned a variety
of events for passengers, employees and its charitable partners.
Additionally, the airline is using the occasion to launch a new
marketing campaign that features its commitment to customer care.
The airline took to the skies on June 11, 1984 with 83 employees
and two DC-9 aircraft flying to four cities: Milwaukee, Appleton,
Boston and Dallas/Ft. Worth. Today, Midwest Airlines and its
regional carrier Midwest Connect employ 3,000 people and operate 49
aircraft flying to 50 cities. Destinations range from popular
vacation spots such as Orlando, Las Vegas and Phoenix to mainstay
business locations including New York, Philadelphia and Washington,
D.C. Midwest Airlines' fleet now includes 14 new Boeing 717 jets;
the airline will accept delivery of a 15th 717 on Monday. All of
the 717s are used for the airline's Signature Service and continue
the airline's legacy of customizing aircraft interiors to a roomier
two-by-two configuration. The practice began when the airline
started with its original DC-9s, all of which have since been
phased out of operation. Midwest Airlines traces its roots back to
1948 when its former parent company, Kimberly-Clark of Appleton,
Wis., purchased a Twin Beech aircraft to transport sales executives
and engineers to remote mill locations. Kimberly-Clark gained
additional experience in passenger flights with the operation of a
DC-9 corporate shuttle beginning in 1982. The popularity of that
shuttle lead to the formation of a scheduled service passenger
airline two years later. And 11 years after that -- in 1995 -- the
airline became an independent publicly traded corporation. Through
the years Midwest Airlines has continued to expand and grow. In its
first year of operation, the airline flew 24,352 passengers; it is
estimated 2.7 million will travel on Midwest Airlines and Midwest
Connect in 2004. In 1986 the airline introduced its famous
baked-onboard chocolate chip cookies. Today, 4.5 million chocolate
chip cookies are served to passengers annually. Also in 1986, the
airline began its Frequent Flyer program, signing up 24,576 members
the first year. Now called Midwest Miles, the program has more than
1.68 million members. "A 20th anniversary is an important event for
any business. But considering the economic and world events of the
past few years, it is a particularly important milestone for an
airline," said Timothy E. Hoeksema, chairman and chief executive
officer. "During the past 20 years, Midwest Airlines has
experienced its share of both extraordinary and challenging times.
And now we look to our next 20 years with a renewed sense of
optimism." Hoeksema noted that the airline is poised for the future
with a state-of-the-art fleet; a well-defined product offering that
includes its traditional Signature Service, new Saver Service
providing nonstop, low-fare flights to leisure destinations, and
regional Midwest Connect service; a recommitment to customer
service; and an enhanced schedule with more nonstops and
connections to better serve the flying public. He also said that
Travel+Leisure magazine's recent announcement that it had named
Midwest Airlines "Top Domestic Airline for Service" for 2004 was a
fitting launch to the airline's 20th anniversary celebrations. "The
Travel+Leisure award is especially significant because it
recognizes our employees for the high quality, renowned level of
customer service they provide." The award is the 37th time Midwest
Airlines has been named "Best Airline" by industry organizations
since 1990. Among the anniversary events planned by Midwest
Airlines: Passengers. On the morning of Friday, June 11, Hoeksema
and other company executives will greet passengers and hand out
chocolate chip cookies on the Milwaukee airport's D Concourse.
Throughout the afternoon and early evening, passengers on all
Milwaukee outbound flights will be offered "Cookies and Kopp's"
treats, featuring Kopp's frozen custard sandwiched between the
airline's chocolate chip cookies. Additionally, a special
anniversary-related promotion offers a $20 discount on 20 specific
routes for travelers flying during June. Details are available at
http://www.midwestairlines.com/ . Employees. A month-long
celebration of company events will culminate on Saturday, June 12,
when more than a thousand Midwest Airlines employees and their
families will attend a 20th anniversary picnic at the Milwaukee
County Zoo. Charitable Partners. During its 20th anniversary,
Midwest Airlines is giving special recognition to two of its
charitable partners -- the Make-a-Wish Foundation of Wisconsin and
Habitat for Humanity -- because both are also noting 20 years in
Milwaukee. Each year the airline helps approximately 40 Make-A-Wish
families realize a "wish" by providing air travel. This year,
Midwest Airlines is giving the foundation an additional 500,000
miles, or 20 roundtrip tickets, that it may use to support
wish-giving efforts, for staff travel or to boost fund-raising
work. The foundation is expressing its appreciation by sending
volunteers to help staff the airline's employee picnic. Habitat for
Humanity will be the recipient of a $10,000 donation from a Midwest
Airlines' business partner. The anonymous donation is being made in
the name of Midwest Airlines in honor of its 20th anniversary.
Marketing Campaign. Midwest Airlines' 20th anniversary marks the
beginning of a new marketing campaign that will continue through
2004. The campaign will feature television, radio, print and
outdoor advertising, along with direct marketing and public
relations events. Reflecting the airline's dedication to customer
service and its optimism for the future, the campaign will carry
the theme "It's What Care Means." The spots tie in to Midwest
Airlines' tagline "The best care in the air" and will more
specifically define what care means to travelers. The airline is
also sponsoring a "20-Day Flyaway" contest in conjunction with 620
WTMJ radio. During the next 20 days, names will be randomly drawn
from the station's Preferred Listener Club list and be eligible to
win airfare for two to anywhere Midwest Airlines flies. Listeners
will also be asked to enter an essay with their "Best Midwest
Airlines' Experience." The best essay will win the grand prize --
airfare for two on Midwest Airlines for an entire year. Details of
the contest can be found at http://www.620wtmj.com/ . Midwest
Airlines features jet service throughout the United States,
including Milwaukee's most daily nonstop flights and best schedule
to major destinations. Skyway Airlines, Inc. -- its wholly owned
subsidiary -- operates as Midwest Connect, which offers connections
to Midwest Airlines as well as point-to-point service between
select markets on regional jet and turboprop aircraft. Together,
the airlines offer service to 50 cities. More information is
available at http://www.midwestairlines.com/ . DATASOURCE: Midwest
Airlines CONTACT: Media Inquiries, Carol Skornicka,
+1-414-570-3980, or +1-888-360-4782, , or Analyst-Investor
Inquiries, Dennis O'Reilly, +1-414-570-3954, Dennis.O' , both of
Midwest Airlines Web site: http://www.midwestairlines.com/
http://www.620wtmj.com/
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