Port Columbus; Southwest Stepping Up with $15 Fare

Is Southwest Airlines targeting hometown upstart Skybus?

Southwest representatives said that one-day promotional fares yesterday as low as $15 one way were part of the airline's 15th anniversary celebration at Port Columbus.

The ultra-low-fare destinations included such short-haul trips as Chicago, Philadelphia and St. Louis, and were only available through Southwest's "Ding!" fare alerts that users must sign up to receive via email.

"I wouldn't say it's a direct response to Skybus," said Southwest public relations executive Chris Mainz, who was in Columbus for the day for a flurry of ticket giveaways around town. He added, though, that $15 is probably the lowest "Ding!" fare ever offered by Southwest.

Skybus Airlines has crowed about its "outrageously low fares," which includes offering at least 10 seats on every flight for $10 each. Its most popular routes so far have been to more distant destinations in California and Florida. Southwest serves those states from Columbus, but its flights either go into different cities (such as Orlando) or require connecting flights.

Skybus has several Southwest veterans in key positions, including President Ken Gile and marketing chief Judy Timberlake. Its leaders have said repeatedly that they don't plan to go head-to-head with Southwest, which has been the most successful low-fare airline in the U.S.

Even before Skybus took to the air on May 22, Southwest started running radio ads in Columbus poking fun at "other airlines" charging extra fees. Unlike Southwest, Skybus charges extras for such things as checked bags ($5 per bag) and soda ($2 per can). Southwest denied those ads were created with Skybus in mind.

Asked whether Southwest's own "outrageously low fares" were aimed at Skybus, airline representative Bob Tenenbaum was guarded in his response.

"If that's the case, it's very flattering," Tenenbaum said.

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