Making The Best Of A Slogan
City leaders have scrapped plans to do away with the Sioux Gateway Airport's unflattering three-letter identifier - SUX - and instead have made it the centrepiece of the airport's new marketing campaign. The code, used by pilots and airports worldwide and printed on tickets and luggage tags, will be used on T-shirts and caps sporting the airport's new slogan, "FLY SUX”. Sioux City officials petitioned the Federal Aviation Administration to change the code in 1988 and 2002. At one point, the FAA offered the city five alternatives - GWU, GYO, GYT, SGV and GAY - but airport trustees turned them down. Mayor Craig Berenstein, who in 2002 described SUX as an "embarrassment" to the city, said he views the new slogan as a "cute little way" to make light of the situation.
FOOTNOTE: For SUX sake.