Things look bright to Sun Country: Upstart airline says bookings are up amid marketing campaign and Northwest's travails.

Jul. 3--Recent turbulence at Northwest Airlines could translate into a boon for smaller Twin Cities rival Sun Country Airlines.

Jay Salmen, chief executive of Sun Country, said a boost in its bookings may have resulted from a surge in Northwest's flight cancellations last week. Then again, the increase could be related to Sun Country's new marketing campaign, which highlights its friendly staff, free on-board meals and reliable service, compared with cuts and deteriorating service at major airlines.

"Our bookings are up," Salmen said in a recent telephone interview. "Whether it's competitive issues or because of our new marketing plan, we can't tell you," He declined to provide numbers.

The heightened visibility is part of the little airline's growth plans since new owners took over last fall. Already, Mendota Heights-based Sun Country has added more destinations and has ordered two new 162-seat planes (one arrives this month and one in August).

"What differentiates us from our competitors is the service," said Wendy Williams Blackshaw, vice president of marketing for Sun Country. "We're in the top five for service in domestic travel by Travel & Leisure magazine. That just doesn't happen with regional airlines."

Eagan-based Northwest is just the latest airline with problems during a summer predicted to be one of the worst ever for flying because of a number of factors, including more travelers, staffing shortages and out-of-date air traffic control technology.

Northwest canceled an average of 12 percent of its mainline flights from June 22 to June 28, compared with an industry average of about 2 percent. Its schedule returned to more normal levels this past weekend. Northwest, which emerged from bankruptcy on May 31, blamed the cancellations on weather-related issues and staffing shortages.

In the same period, Sun Country canceled none of its more than 30 daily flights. The carrier is second only to Northwest in carrying Twin Cities' travelers.

Doug Abbey, an airline analyst for the Velocity Group in Washington, D.C., said Sun Country could be seeing a boost in local traffic, but travelers in markets such as the East Coast aren't as familiar with the name. He doesn't think travelers will abandon Northwest long term because many consumers in its hub cities of the Twin Cities, Detroit and Memphis, Tenn., have few options.

Twin Cities' consumers have seen more of Sun Country since May, when the airline increased its marketing and advertising. Offbeat television ads show airline staff asking passengers to vote on a choice of a free in-flight cheeseburger or nothing; or service with a smile versus service with a scowl. The airline recently has run local newspaper ads and sent e-newsletters to customers touting itself as the reliable choice.

George Wozniak, an investor in the airline and owner of Minneapolis-based Hobbit Travel, said the ad campaign has driven more people to Sun Country's Web site and increased bookings, but he didn't have numbers.

While Sun Country made its name by flying to Florida, Mexico and other sunny destinations in the winter, the carrier now is pitching itself to business travelers as an alternative to Northwest.

Toward that goal, Sun Country will launch its first frequent-flier program later this month, Salmen said. That will be an upgrade from its current "VIP Club," where members can pay a membership fee and monthly dues to receive discount ticket prices and other privileges.

Sheryl Jean can be reached at [email protected] or 651-228-5576.

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