Sully's Back -- Time for a Media Circus

Posted by: Justin Bachman on September 30

Capt. Chesley “Sully” Sullenberger, US Airways’ Hudson River “hero pilot,” returns to his flying job on Thursday, with flights to and from New York’s LaGuardia – the same airport where he and First Officer Jeffrey Skiles struck a flock of geese and lost both engines last winter.

The airline is sparing no effort to make this occasion a blow-out bonanza in terms of media exposure, with press events in New York and at its Charlotte hub. (Skiles returned to work in April.) The airline has posted this news on its home page, too. What’s more, Sullenberger will see a familiar face in the right seat – the company is pairing him and Skiles for the flight from New York back to Charlotte, just as they were on that frigid Thursday afternoon in January. Want to sell a better story than that?

Granted, it is hardly surprising US Airways (LCC) would seek to capitalize on a truly good news event, especially as there is so much bleakness around airlines’ finances in general and abundant “will they make it?” stories about US Airways in particular. Both pilots did a fine job that reflected well on their training and fellow employees. But where is the line of too much, when a veteran pilot going to work is just fodder for TV sound bites and free advertising? Why not just add a premium to tickets on the flights Sullenberger pilots – pay extra for Sully’s experience. These days, every little bit of revenue counts.