Southwest Airlines® (NYSE: LUV) has launched its latest advertising campaign in conjunction with existing placements airing during the NCAA Tournament. Working with agency partner GSD&M in Austin, Texas, Southwest's new campaign brings to life those human moments audiences can relate to, balanced with Southwest's humorous personality and position as the inventor of Low Fares.

"Southwest Airlines continues to reinforce the importance of connecting Customers to what's important in their lives through friendly, reliable, and low-cost air travel," said Bob Jordan, Southwest Airlines' Executive Vice President and Chief Commercial Officer. "Our personality shines through in these ads, but beyond the college visits and wedding dancing we can have fun with, you're going to see an airline that works hard to keep fares low and flying accessible with a strong emphasis on the hospitality our Employees deliver day in and day out."

The campaign, filmed throughout the Los Angeles area, features a cast of characters and Employees who embody Southwest's bold and warm attitude. A 30-second launch spot that began airing Tuesday, March 17, during men's college basketball championship games on CBS, TBS, and TNT, highlights a series of college visits made possible through the airline's low fares and 86 U.S. destinations. The second spot launches tonight and re-visits a dancing bridesmaid who began her journey through a busy wedding season with Southwest just last Fall. Southwest Employees also get into the act to promote the airline's legendary low fares. Through this campaign, Southwest is reinforcing its unique personality and role as the inventor of Low Fares in the airline industry while also continuing its brand evolution.

"Southwest is an airline that knows exactly who they are – an airline with a heart," said Jay Russell, GSD&M Chief Creative Officer. "This campaign brings that heart to life and celebrates the Employees and legendary low fares that grew the company."

The ads will run nationally for four weeks. Southwest released the first two of the four ads last week, and received positive comments from the airline's fans and followers. The airline plans more activation on Facebook and Twitter around the new campaign in the coming weeks.

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