We have to admire the attitude of Sioux City leaders who have decided to regard an airport designation as an asset rather than an embarrassment.
Local officials have repeatedly tried to change the three-letter identifier "SUX" used by the Federal Aviation Administration to identify the Sioux City Gateway Airport.
Now, instead of trying to change the code, it is the basis for a new marketing campaign with t-shirts and caps using the slogan, "FLY SUX." The slogan is also contained in the address of the airport's redesigned Web site -- www.flysux.com
The campaign is the idea of airport board member Dave Bernstein.
Sioux City Mayor Craig Berenstein, who has previously described SUX as an "embarrassment" to the city, now embraces the new slogan. He says he owns one of the t-shirts.
Bumper stickers and lapel pins are in the works.
This is clearly a case of being given lemons and making lemonade.
While the call letters of most airports in the world are instantly forgettable, the Sioux City Gateway Airport's identifier can be easily remembered and so can the self-deprecating humor of the people of Sioux City.