This is today's Jet Airways press release headline:
JET AIRWAYS ANNOUNCES OPTIMIZATION OF ITS
LONG-HAUL INTERNATIONAL NETWORK
What!? Don't you mean CUT BACK? Of course they do, I didn't even need to open the release to know this. But have the good grace to tell it how it is. And as one of my learned colleagues mentioned, cutting back is hardly a big sin in these tough times is it?
Here's the text of the actual story:
October 10, 2008: In light of the downturn in major economies worldwide, more specifically in the USA and UK, Jet Airways plans to optimize its network, focusing more on its established international gateways and routes.
As part of the same, the airline's Mumbai-Shanghai-San Francisco route will be discontinued effective January 13, 2009.
Passenger traffic between India and San Francisco will be served via Jet Airways' London gateway in cooperation with partner airlines.
Jet Airways has already announced a code share partnership with United Airlines with convenient connections between Mumbai and several US points via London in both directions. This will enable Jet Airways to continue to serve its San Francisco customers, under a 9W flight number, in a more economically viable manner.
OK, so this route is bleeding money and despite the fanfare with which it was launched it's got to go - fair enough Jet. But tell it like it is please!