Yellowknife (Feb 15/06) - First Air has taken a major step towards improved customer service with the newest addition to its fleet.

The new plane, a modified Boeing 737-200 series purchased used from Air Canada, is an all-passenger configuration and was on display at the Yellowknife Airport, Saturday.

More than 200 people showed up for the unveiling, which featured a free barbecue, prizes and a chance to view the aircraft inside and out. Looking for a competitive edge over other airlines servicing the North, the plane has been customized to maximize passenger comfort, said Mike Olson, western regional director of sales.

"We fly at the same times, to the same places for the same prices," he said. "The difference is the service on board."

Capacity has been cut to provide more individual space as well as more overhead baggage room.

Normally an all-passenger 737 would have enough room for 110 passengers, said Olson adding the new plane can hold just 99 people.

Fewer seats in the new configuration affords travellers 37 inches of leg room as a result.

"It's nice to provide our customers with business class comfort," said Jim Ballingall, First Air vice-president of marketing and sales.

"Our customers not only demand a high level of service, they deserve it."

New tail wing art was also shown for the first time featuring the familiar green glow of the aurora borealis, the aurora was chosen in support of Japanese tourist traffic, said Ballingall..

The new airplane and the growth in First Air's fleet is a sign of how well the NWT economy is doing, said Premier Joe Handley, on hand for the event.

"The airline leaves a first and last impression on tourists coming in, and it reflects our economy," he said.

First Air hopes to leave a lasting impression not just with tourists, but all of its customers, said Olson.

"Customer service is what First Air exemplifies," he said.

The new 737 is expected to be primarily used for flights between Edmonton and Yellowknife, but will occasionally service Inuvik as well.