I’ve lived in Amarillo, Texas for more than 23 years.

During that time I have not seen such a concerted advertising campaign to pitch airline service out of this city’s international airport.

Until now.

American Airlines is about to launch new daily non-stop service from Rick Husband Amarillo International Airport to Phoenix Sky Harbor Airport. It’s a big deal. I’ve said as much already on this blog. I get the attraction for business travelers as well as for families seeking quick and convenient air service to a vacation destination.

https://highplainsblogger.com/2018/02/ama-economic-lure-amarillo/

This new service appears to hold considerable promise for the airline and for the city. I appreciate and understand the value of modern, convenient air service. We have it here, to the great credit of City Hall and the city’s Economic Development Corporation.

That promise must explain the TV advertising I keep seeing.

It  makes me curious as to why.

• Delta Airlines once launched daily non-stop service between AMA and Memphis, Tenn. It didn’t take. Delta terminated the service after a brief period of time. Then the airline stopped flying to Amarillo altogether.
• Southwest has been flying daily to Las Vegas out of Amarillo for several years. I haven’t seen the TV ads promoting that service.
• United has flown non-stop to Denver for some time, too. No ads. Now the airline is flying non-stop to George Bush-Houston Intercontinental Airport; it assumed that service when United merged with Continental Airlines. No ads, either.

Perhaps we are witnessing a new, more aggressive marketing strategy with American’s new service between AMA and PHX.

Given that TV ad time doesn’t come cheap, I hope the investment pays off for the entire city.