Carrier celebrates customers and underscores core values such as low fares.
DALLAS – Southwest Airlines Co. is reminding Customers that they are at the core of the carrier’s purpose: to connect People to what’s important in their lives through friendly, reliable, and low-cost air travel. Southwest debuted its latest advertising campaign, called Behind Every Seat is a Story: Behind Every Story is the Reason for Transfarency, working with agency partners GSD&M in Austin, Texas. This campaign showcases unique stories inspired by Customers and their reasons for flying. Southwest simultaneously launched a microsite that will host as many as 175 individual stories. The 175 stories allude to the number of seats on the new Boeing 737 MAX 8 aircraft Southwest is introducing into its fleet.
“At Southwest Airlines, our Customers are the reason we fly,” said Ryan Green, Vice President and Chief Marketing Officer at Southwest Airlines. “This campaign is an opportunity for us to remind the world that there is a personal reason someone chose to fly Southwest Airlines with our low fares, no hidden fees, and exceptional hospitality. We’re honored and pleased to tell stories inspired by the more than 115 million people who fly Southwest Airlines every year.”
The campaign kicked off with an ad, “Vignette,” during Sunday’s football games on NBC, CBS and FOX, as well as with additional spots running on digital including, “New Parents,” “Coach,” and “Grandma.”
A few of the approaches through which the campaign comes to life on TV and online:
- Viewers will recognize real Southwest Employees.
- A microsite, Southwest.com/175stories, offers a place for Customers to learn more about the campaign and read unique Customer stories.
- Opportunities, such as Traveling Seats, which will be present at some Southwest partnership locations throughout the fall, seek to surprise and delight Customers with opportunities to share their reason for travel.
The Transfarency campaign launched in 2015 and focused on the carrier’s low-fare message and newly refreshed livery and interior. The 2016 campaign launched in two phases including the renewal of Wanna Get Away and YES, which emphasized what it feels like to hear yes rather than no. The 2017 campaign builds on Transfarency through the emotional telling of Customer stories. Interior airplane shots highlight the MAX 8, the future of Southwest Airlines air travel, as the carrier adds more planes and more destinations to its service footprint.
Southwest celebrated the launch of the Behind Every Seat is a Story campaign yesterday through Adventure Getaway by Southwest Vacations. This unique opportunity gave ten People in Southwest cities the chance to win a trip through a scavenger hunt. The goal was to remind Customers of the combination only Southwest offers of low fares, no change fees, up to two bags that fly free*, incredible Hospitality, and an ever-expanding network.
Angelos is the news editor for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). His role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy.
He currently studies Communication, Media & Culture in Panteion University of Political & Social Studies of Athens.
