With a nod to the Company's roots of
democratizing the skies, the campaign celebrates traveling on
America's most flexible and friendly airline
DALLAS, April 18,
2024 /PRNewswire/ -- Southwest Airlines
Co. (NYSE: LUV) today unveils a new brand campaign, "The
Big Flex," showcasing the carrier's flexible and Customer-friendly
points of difference, including two bags fly free®1, no
change or cancellation fees2, flight credits that don't
expire3, and points that don't expire4. The
campaign highlights what's most important to Southwest®
Customers—choice and flexibility—delivered with the low fares and
legendary Hospitality for which Southwest is famous.
"In an industry full of growing complexity, Customers want ease
and flexibility when they travel, and we pride ourselves on
delivering an experience that doesn't nickel and dime Customers
with hidden fees," said Jonathan
Clarkson, Vice President Marketing at Southwest Airlines.
"The inspiration for 'The Big Flex' is giving Customers the
freedom to say yes by connecting them to what's important in
their lives with unrivaled flexibility. It's about making a big
deal out of something that others might overlook—like getting to
check two bags for free, having the freedom to stay an extra day on
your trip without worrying about change fees, and using your Rapid
Rewards points whenever you want because they don't expire."
"The Big Flex" is centered around stories of Customers who
benefit from Southwest's flexible policies and showcases unique
ways Customers get more value and a better travel experience when
flying on Southwest. "The Big Flex" also features a series of
partnerships with online creators to highlight some of the
destinations that Southwest serves.
"We're expanding our collaborations with influencers to
highlight many of our amazing destinations," said Julia Melle, Director of Brand & Content at
Southwest Airlines. "We're excited to invite a new generation of
Customers to see what the airline with Heart has to offer."
Additionally, the campaign includes a series of ads specifically
created for local markets, demonstrating Southwest's Heart, fun,
and flexibility in ways that are authentic to the communities and
Customers the airline serves.
Southwest partnered with its agencies Spark Foundry and
GSD&M to develop "The Big Flex" theme and creative assets for
multiple media platforms.
"With 'The Big Flex' campaign, we're celebrating Southwest's
hallmark of freedom and flexibility," said Jay Russell, Chief Creative Officer at
GSD&M. "This isn't just advertising; it's embodying Southwest's
Spirit and Values for Customers who have always loved the
brand and those who will love it in the future."
"The Big Flex" debuts on April 22,
with placements across multiple platforms, including streaming
services, broadcast and cable TV, social media, and audio
platforms.
ABOUT SOUTHWEST AIRLINES CO.
Southwest Airlines Co. operates one of the world's most
admired and awarded airlines, offering its one-of-a-kind value and
Hospitality at 121 airports across 11 countries. Southwest took
flight in 1971 to democratize the sky through friendly, reliable,
and low-cost air travel and now carries more air travelers flying
nonstop within the United States
than any other airline5. Based in Dallas and famous for an Employee-first
corporate Culture, Southwest maintains an unprecedented record of
no involuntary furloughs or layoffs in its history. By empowering
its nearly 75,0006 People to deliver unparalleled
Hospitality, the maverick airline cherishes a passionate loyalty
among more than 137 million Customers carried in 2023. That formula
for success brought industry-leading prosperity and 47 consecutive
years7 of profitability for Southwest
Shareholders (NYSE: LUV). Southwest leverages a unique legacy and
mission to serve communities around the world including harnessing
the power of its People and Purpose to put communities at the Heart
of its success. Learn more by visiting
Southwest.com/citizenship. As the airline with Heart,
Southwest has set a goal to work toward achieving net zero carbon
emissions by 2050. Southwest has also set near-term targets and a
three-pillar strategy to achieve its environmental goals. Learn
more by visiting Southwest.com/planet.
1 First and second checked bags.
Weight and size limits apply.
2 If a Customer needs to change an
upcoming flight itinerary, they'll only pay the difference in fare
(if one applies). Failure to cancel a reservation at least 10
minutes prior to scheduled departure may result in forfeited travel
funds.
3 Flight credits will be
issued as long as the flight is canceled at least 10 minutes prior
to the scheduled departure. Flight credits don't expire and
are non-transferable. For travel booked with Rapid Rewards
points: starting July 1, 2023
(12:00 a.m. Central Time), for Wanna
Get Away or Wanna Get Away Plus reward travel reservations (booked
with points): If a Customer does not cancel their reservation at
least 10 minutes before the flight's original scheduled departure
time, any points used for booking will be forfeited, along with any
taxes and fees associated with the Customer's reward travel
reservation.
4 All Rapid Rewards
rules and regulations apply and can be found at
Southwest.com/rrterms.
5Based on U.S.
Dept. of Transportation quarterly Airline Origin & Destination
Survey since Q1
2021
6Fulltime-equivalent active
Employees
71973-2019 annual
profitability
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SOURCE Southwest Airlines Co.