Not sure about earlier but I think it was always EW CLX.
Air NSW had their route network and EW had theirs and until EW started the WNY DPO services the networks didn't cross over.
After that it became a bit of a free-for-all.
There were a lot of East West shareholders of good standing in the TMW ARM areas and it would have been a very tough nut to crack for a new kid in town.
Regards
EWL