Airport embraces SUX identification code

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SIOUX CITY, Iowa, July 3 (UPI) -- Officials with a Sioux City, Iowa, airport said the hub's identifying code, SUX, has gone from an embarrassment to a marketing tool.

Local officials tried for years to have Sioux Gateway Airport's code changed but board member Dave Bernstein said the marketing campaign he masterminded has turned the once-loathed code into a boon for business, the Los Angeles Times reported Thursday.

Bernstein said he created the first "Fly SUX" T-shirts for an appreciation dinner for travel agents and the items proved so popular that the logo is now available on shirts, coffee mugs, hats and other items.

"We got stuck with this SUX thing, so we're going to embrace it, make it something that we can all laugh about," Bernstein said.

Officials said the "Fly SUX" items have been big sellers at gift shops.

"We have always believed, 'Why fight it? Why not have fun with it?'" said Luanne Lindblade, owner of Sioux City Gifts, which markets the items. "Let's exploit it rather than let it bother us."