Sioux City has protested in vain for years to the Federal Aviation Administration to change its airport's three-letter identifier: SUX. Then farm belt officials decided to wake up and fly right and capitalize on the unfortunate moniker. Now Sioux Gateway Airport has launched a publicity campaign featuring the slogan "FLY SUX," which is appearing on T-shirts, baseball hats, and the airport's website.
"Let's make the best of it," said the businessman who came up with the idea. "I think we have the opportunity to turn it into a positive." One of the designers who updated the airport's website recently wore his branded hat on a flight. "I just love your hat," a flight attendant told him. "It's a very noticeable thing," he boasted.