DALLAS, Oct. 8, 2015 /PRNewswire/ -- Southwest
Airlines® premiered its latest advertising campaign today during an
exclusive event inside the new international concourse at William
P. Hobby airport in Houston. The
campaign—called TransfarencySM—includes multiple
TV advertisements, print and digital elements, as well as a
microsite focused on the industry's competitive landscape.
"Transfarency is a unique approach to treating Customers
the way they expect and deserve to be treated. Being a low-fare
airline is at the heart of our brand, and the foundation of our
business model, so we're not going to nickel and dime our
customers," said Kevin Krone,
Southwest's Vice President and Chief Marketing Officer. "Southwest
continues to lead the pack as the only airline that offers low
fares and an inclusive approach to travel. Transfarency is
not a new chapter for us, but another tone to the bell that we've
been ringing for more than 44 years."
The initial ad that debuted today will begin airing this evening
as the Texas Rangers, who Southwest proudly sponsors, fight to
advance in the baseball playoffs. It continues to run Sunday, Oct. 11, in conjunction with existing
placements airing during NFL Sunday Football. Working with agency
of record, GSD&M, in Austin,
Texas, this campaign includes a heavy focus on the Company's
low-fare philosophy with no unexpected bag fees, change fees, or
hidden fees.
The Transfarency campaign features a heavy emphasis on
the unique philosophy created by Southwest Airlines.
Transfarency is where Customers are treated honestly and
fairly, and low fares actually stay low—with no unexpected bag
fees, change fees, or hidden fees. The Transfarency
philosophy was created by and is practiced exclusively by Southwest
Airlines.
"Transfarency rose to the top for us," said Marianne Malina, president of GSD&M. "In one
word you get the idea; you get the playfulness from it. It has
smart humor that Southwest can own, and it elevates the idea beyond
just inclusive pricing. It's about transparency and being
honest."
In addition to the TV advertisements, campaign elements include
print and digital components as well as a microsite focused on the
industry's competitive landscape. The microsite includes videos and
quizzes focused on Southwest's unique philosophy. A "Fee or Fake"
quiz provides tips for travelers to avoid pervasive fees from other
airlines.
The 30-second initial advertisement that debuted today will
begin airing Sunday, Oct. 11, during
NFL games on NBC, CBS, and FOX NFL programming. It highlights
the bold new look one year after its initial launch and verbalizes
the airline's low fares and 86 U.S. destinations.
The ads will run nationally for 15 weeks. Following the
Oct. 11 launch, Southwest is
scheduled to release three additional ads in the coming months. The
airline also plans to roll out digital extensions on Facebook and
Twitter surrounding the new campaign.
International Concourse
Today's rollout of the new campaign comes as Southwest gets
ready to open a new, $156 million
international concourse at William P. Hobby Airport in Houston. On Oct.
15, Southwest will begin operating flights to six
international destinations across Latin
America and the Caribbean.
The new era in air travel will provide Southwest's Houston
Customers a low-fare choice to reach destinations that have been
not been reachable through Hobby airport in decades.
ABOUT SOUTHWEST AIRLINES CO.
In its 45th year of service, Dallas-based Southwest Airlines (NYSE: LUV)
continues to differentiate itself from other air carriers with
exemplary Customer Service delivered by more than 47,000 Employees
to more than 100 million Customers annually. Southwest
operates more than 3,600 flights a day, serving 95 destinations
across the United States and six
additional countries. Southwest service to Belize City, Belize, is scheduled to begin Oct. 15, 2015. Subject to foreign
government approval, service to Liberia, Costa
Rica, is scheduled to begin Nov. 1,
2015.
Based on the U.S. Department of Transportation's most recent
data, Southwest Airlines is the nation's largest carrier in terms
of originating domestic passengers boarded. The Company operates
the largest fleet of Boeing aircraft in the world, the majority of
which are equipped with satellite-based WiFi providing gate-to-gate
connectivity while over the United States. That connectivity
enables Customers to use their personal devices to access streaming
music provided by Apple Music or to view video on-demand movies and
television shows, as well as nearly 20 channels of free, live TV
compliments of our valued Partners. Southwest believes in
Transfarency, a philosophy created by Southwest Airlines in which
Customers are treated honestly and fairly, and low fares actually
stay low. *Southwest is the only major U.S. airline to offer bags
fly free® to everyone (first and second checked pieces of
luggage, size and weight limits apply, some airlines may allow free
checked bags on select routes or for qualified circumstances), and
there are no change fees, though fare differences might apply. In
2014, the airline proudly unveiled a bold new look:
Heart. The new aircraft livery, airport experience,
and logo, showcase the dedication of Southwest Employees to connect
Customers with what's important in their lives.
From its first flights on June 18,
1971, Southwest Airlines launched an era of unprecedented
affordability in air travel described by the U.S. Department of
Transportation as "The Southwest Effect," a lowering of fares and
increase in passenger traffic whenever the carrier enters new
markets. With 42 consecutive years of profitability,
Southwest is one of the most honored airlines in the world, known
for a triple bottom line approach that contributes to the carrier's
performance and productivity, the importance of its People and the
communities they serve, and an overall commitment to efficiency and
the planet. The 2014 Southwest Airlines One Report™ can be found
at SouthwestOneReport.com.
Book Southwest Airlines' low fares online
at Southwest.com or by phone at 800-I-FLY-SWA.
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/southwest-airlines-brings-transfarency-to-airline-industry-300156533.html
SOURCE Southwest Airlines