- Southwest Airlines has launched its largest campaign in nearly a decade, showing off how the company’s everyday perks give its customers flexibility where other carriers don’t.
- The new campaign, developed by the airline and its agencies Spark Foundry and GSD&M, carries the theme, “The Big Flex,” and highlights points of difference such as two free checked bags, no change or cancellation fees, and flight credits that don’t expire.
- In addition to traditional broadcast, streaming, out-of-home and internet advertising, the campaign will include partnerships with online creators to highlight some of the destinations Southwest serves, as well as market-specific advertising.
The summer travel season is quickly approaching, and Southwest Airlines is taking this opportunity to highlight the convenience it offers its customers as part of its everyday course of doing business. At a time when the travel industry seems to be full of complexity of points and date blackouts and extra fees, Southwest is looking to be seen as the option offering simplicity.
“We are the most flexible airline, and we take pride in offering benefits that are the most flexible,” said Julia Melle, director of brand and content at Southwest Airlines. “At Southwest, we believe in connecting our customers to what matters most to them and their passions.”
Using the theme, “The Big Flex,” which carries a double meaning of flexibility and the slang term of showing off a victory over others, the campaign highlights the stories of customers who have benefitted from the flexible policies in humorous and engaging ways.
One spot, for instance, depicts a man with a head of curly hair proudly walking through a hotel lobby and out onto a street. When he stops at a corner, he proudly notes to a bystander that he packed two bags for free on Southwest, adding he packs a lot of shampoo. Pointing to his hair, he says, “Can’t get this with three ounces,” referring to the carry-on restrictions for liquids.
“The campaign is centered around real-life stories we’ve heard from our customers about how they take advantage of our points of difference, including what they pack in their bags that fly free and having the flexibility to extend their vacation because of no change fees,” Melle said. “We’ve always been a customer-centric company, but this is our way of reinforcing that promise to deliver the best possible experience every time you fly with us.”
The Big Flex campaign began running this week on streaming, broadcast, cable, social media and audio platforms. In addition, Southwest has developed partnerships with online creators and influencers including Kelsey June Jensen and Swagg to highlight some of the 121 destinations that Southwest services, Melle said. She did not provide further details on how those partnerships and local campaigns would play out.
