The four US-based airlines bidding to win lucrative landing rights for the US-china route have started lobbying future passengers for support.

The four carriers  --  United, Continental, American and Northwest  --   all have devised separate strategies to add the Asian service, according to eTurbo-News.

Competition has become stiff because the US Department of Transportation intends to approve only one additional daily route to China.

"This is not a normal route application. China is where it's at," said airline consultant Michael Boyd.

That's the case because China is emerging as a future market. Financially-stressed American airlines are also looking at the more lucrative international routes.

Some carriers are launching Web sites to lobby its passengers to express their support.

United is seen as the front runner, according to the report.

Report by David Wilkening.