Southwest - #Transfarency

Southwest - #Transfarency

A year after introducing a new livery, aircraft interior and brand identity, Southwest Airlines launched a new ‘Transfarency’ ad campaign which calls attention to its low-fare credo and corporate philosophy.

“A marriage of “Transparency” and “Fare” — it means we treat Customers honestly and fairly, and low fares actually stay low — no unexpected bag fees, change fees, or hidden fees,” Southwest explains.

“In one word you get the idea; you get the playfulness from it,” said Marianne Malina, president of GSD&M, the Austin-based agency which developed the campaign for the airline.” It has smart humour that Southwest can own, and it elevates the idea beyond just inclusive pricing. It’s about transparency and being honest.”

The first 30-second TV spot aired during a Texas Rangers—who Southwest sponsors—game during the baseball playoffs, additional spots followed on NFL Sunday Football programming. Other campaign elements include print , and a microsite with videos and quizzes, including a “Fee or Fake” quiz that gives “tips” to help travellers avoid other carriers’ fees.

Southwest also added a transparent sheet to the October issue of its in-flight magazine, with a ‘dictionary’ definition of ‘Transfarency’ with a tag line on the page behind it, showing through: “Low fares. Nothing to hide.”