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In January 1971, M. Lamar Muse was appointed president, treasurer and director. Since its inception, Southwest competes strongly with Braniff International Airways and Texas International Airways. The large size of the market and need to improve the service between the cities: Houston, Dallas-Fort Worth and San Antonio, which form a triangle for air transport within the state of Texas, allows you to take risky decisions. On January 22, 1973, Southwest announced a promotion called "60-Day-Half-Price-Sale" on all flights between Dallas and San Antonio because of the loss of customers for the route, the increase in passengers is immediate. However, a few days later, on February 1, Braniff Strikes Southwest with a promotion called "Get Acquainted Sale" between the cities of Dallas and Hobby, to April 1.
In 1972, Southwest offered service transferred from Houston Intercontinental Airport William P. Airport Hobby, located in the same city, because it was in a more central location and provide greater convenience for connecting flights. Braniff wanted to attack just where Southwest was strong in its most profitable route to thwart it, but forgot that Southwest Braniff planted very solid foundations since its inception. The solution for the counterattack was to continue with the philosophy that gave birth to Southwest. At the meeting of: Muse, the management team including King, vice president of marketing, public relations director, lawyers and people of The Bloom Agency, made the first of February 1973 will emphasize:
Promoting print speed air tickets and luggage transfers between some options that take away time with customers
Attention outside the series with gorgeous hostesses in sexy outfits. Developments in the media to inform customers of their products, along with free in-flight services such as liquor
Provide better service at less cost, entertaining the passengers as they fly
To get passengers to their destinations when they want to...
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