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Southwest launches fare war with $25 tickets

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Southwest Airlines Co., hoping to duplicate the success of a July promotion, launched another fare sale Tuesday with tickets as low as $25 each way.

"The last time Southwest Airlines offered airfares as low as $25 one way was 13 years ago," said Tom Parsons, chief executive of "This occurred during July 1996 for their 25th-anniversary sale."

The July sale helped Southwest set monthly records for percentage of seats filled in August and September and probably will do so for October. In addition, while most competitors reported less revenue per seat mile flown in September, Southwest enjoyed a 3 percent increase in unit revenue despite the cheap fares.

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