News Release
Continental Airlines Expands Latin American Sales and Marketing Duties for Staff VP Pete Garcia
New territory includes South America, Mexico, Central America, Caribbean
HOUSTON, July 27, 2001 -- Continental Airlines (NYSE: CAL) announced that Pete C. García, formerly Staff Vice President of Sales and Marketing for Mexico, Central America and the Caribbean, now will oversee the airline's sales and marketing efforts for all of Latin America and the Caribbean. His new territory includes Continental's eight destinations in five South American countries.
As Staff Vice President of Sales and Marketing, Latin America and the Caribbean, García is responsible for marketing and sales in the 48 cities in 20 countries in Latin America and the Caribbean where Continental flies, with more than 600 weekly flights.
"We are very pleased that Pete will be heading all Continental's Latin American sales and marketing initiatives, particularly since he has been involved from the start in our 'Latinization' efforts to specialize customer services to Latin American and U.S. Spanish-speaking passengers," said Barry Simon, Continental's Senior Vice President - International.
First named to the staff vice presidential position in June 1998, García was one of the driving forces behind Continental's "Latinization" program, in operation since 1997 at key airports throughout the United States, Latin America and the Caribbean.
"Latinization" includes bilingual/bicultural customer service representatives, signage and flight information in the airports, as well as on-board services including Spanish- and Portuguese-speaking flight attendants, regional Latin cuisine and Spanish-language newspapers, magazines, TV programs and music.
From November 1994 to June 1998, García was the airline's Director of Sales and Marketing for Latin America, after having been Director of Sales and Marketing for the Mexican market for a year and one-half. He also has held several other sales and marketing-related positions with Continental. García began his tenure at the company in 1977.
Prior to joining Continental, García worked in areas of reservations, marketing and training, with emphasis on Latin America and the Pacific, with Braniff International Airways, Iberia Airlines and Sol Meliá Hotels.
García is actively involved with the State of Texas Tourism Committee on Economic Development; a member of the Board of Directors of Amigos de las Americas, a non-profit leadership organization; a member of the Board of Directors of Copa Airlines of Panama, which has a strategic alliance with Continental; and a member of the Supervisory Board of the Greater Houston Partnership. He is married and has two sons.
Continental Airlines is the fifth largest airline in the U.S., offering more than 2,500 departures daily to 136 domestic and 92 international destinations. Operating hubs in Newark, Houston, Cleveland and Guam, Continental (continental.com) serves more international cities than any other U.S. carrier, including extensive service throughout the Americas, Europe and Asia.