They’re trying to burnish their image in Philadelphia with guerilla marketing.

The “guerrilla” term refers to events such as delivering breakfast to radio stations around town tomorrow, hoping to get an on-air mention of the low fares, or surprising workers in Center City office buildings next week by offering free slices of pizza. On Saturday, flowers will be delivered to the homes of dozens of the most frequent US Airways customers who live in the region, as a way to say thanks.



There will be a roulette wheel, similar to that on TV’s Wheel of Fortune, that will be set up next week in shopping malls. With each spin, passersby can win free tickets, 5,000 frequent-flier miles, or other, less valuable prizes. Free car washes will be offered in Cherry Hill and on the Main Line, courtesy of the airline. A team of airline employees will greet customers at two movie theaters Saturday – one in New Jersey and one in Pennsylvania – and will pay for everyone’s ticket for one showing of a film.



At each event, US Airways workers will be handing out three-by-six-inch yellow cards with the message: “GoFares: They’re Unbelievably Low.”