Continental Airlines (NYSE: CAL)
announced that Pete C. Garcia, 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, Garcia 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, Garcia
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, Garcia 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. Garcia
began his tenure at the company in 1977.
Prior to joining Continental, Garcia worked in areas of reservations,
marketing and training, with emphasis on Latin America and the Pacific, with
Braniff International Airways, Iberia Airlines and Sol Melia Hotels.
Garcia 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