Southwest’s Ironic and Appropriate New Ad Campaign

Has everyone seen Southwest’s latest ad campaign? I’ll guess not since the new 60 second spot debuted in the unwatched first round of the NCAA Men’s Basketball tournament. So, take a minute (literally) and watch it here before we discuss:

Does anyone else see the delightful irony in this ad? This is a brand ad. It’s supposed to warm the cockles of your heart so that you relate to this airline. It is supposed to help you connect with a strong brand identity. As the press release says, “The campaign reinvigorates the Southwest Airlines brand and reveals its story as one that people may not perceive it to be.”

What’s so ironic about that? The “brand reveal” is accomplished with a soundtrack, the song Some Nights by fun. I’ll just give you a little snippet of the chorus:

Oh, Lord, I’m still not sure what I stand for oh
Woah oh oh (What do I stand for?)
Woah oh oh (What do I stand for?)
Most nights I don’t know anymore…

Do people just pick songs because they sound catchy instead of reading the words? This ad is just pure… bleh. It says nothing to me. This could be for Southwest or any other legacy airline. (In fact, the lofty goofiness reminds me of plenty of legacy airline ads of history.) Or it could be for a healthcare company, even better, it’s like watching an ad that sells trucks. Seriously, just put the Bob Seger song “Like a Rock” over this ad and you’ll think they’re selling Chevys. Just listen to some of these lofty words in the ad that really don’t say much:

  • “people who find their own path, chart their own course, who never stop moving forward”
  • “the American dream doesn’t just happen, it’s something you have to work for”
  • “never finished, never satisfied, and we never stop looking for a better way”

Is this really Southwest? This is an airline that knows how to market itself. Or at least, it used to know. My favorite commercial of all time came from this airline many years ago. Way back in the 1980s, the CEO of America West, Ed Beauvais said he thought travelers would be embarrassed to fly Southwest. How did the airline respond? CEO Herb Kelleher filmed a spot with him having a paper bag on his head. He told travelers Southwest would give them a paper bag if they were embarrassed. They could use that bag to hold all the money they’d save.

That’s not what we’ll ever see from Southwest today. Then again, I suppose it’s a much tougher task these days because the chorus of that song is true. Southwest doesn’t seem to really know what it stands for.

It’s no longer the low fare leader, though the brand halo still survives. A recent study shows that just comparing airfare (not baggage), Southwest was more expensive than competitors 60 percent of the time. It still sticks to the no change fee, no bag fee policy but it has made a lot of noise about how it needs to add new fees. Just this month, Southwest CFO Tammy Romo said “I’m not saying it’s necessarily going to be a change fee. But we’ll certainly start moving in the directions to tighten some of the restrictions on our lowest priced fares sometime in 2013.”

Meanwhile, the airline has finally begun codesharing with wholly-owned subsidiary AirTran, further muddying the waters. If you buy a ticket from Southwest, you have no bag fee or change fee. If you buy a ticket on AirTran for the exact same flights, you pay the bag fee and change fee. The exact same flights. Confused yet? You aren’t alone.

So what does Southwest stand for? I’m not even sure the airline knows. And that may very well be why it’s putting out ad campaigns that say… nothing. To be fair, future spots are supposed to focus on the inflight product and on Rapid Rewards, so those might be better. But this first commercial from the airline’s new partnership with TBWA\Chiat\Day is not off to a great start.

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91 Comments on "Southwest’s Ironic and Appropriate New Ad Campaign"

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Andrew
Guest
So, after watching it the first time, I actually thought they were doing a slight parody of the “The New American is Arriving” ad: the opening of the hangar doors, the long sterile hallway, standing in the airport looking out at the airplane. Then the phrase “The American dream doesn’t just happen; it’s something you have to work for,” perhaps taking a dig at US/AA just “becoming” the world’s largest airline by merging…especially because the last line of the ad put so much emphasis on Southwest being the “largest domestic airline.” Maybe I’m reading way too much into it, but… Read more »
DesertGhost
Guest

I thought the same thing, so you’re not alone in your observation.

noahkimmel
Member

same

MeanMeosh
Guest

Ditto. It’s an odd ad, but struck me as more in the vein of a (failed) attempt at satire than anything else.

noahkimmel
Member

also reminds me a bit of the themes of the Delta campaign, even if the images are different.

B757capt
Guest

Yep. Same here.

Evan
Guest
As a communications professional, I really hate this type of ad/project. They get chosen because they make the people doing the choosing feel good about themselves. This ad, like many others, is really about how cool the people who work at Brand X are and how cool it is to work there – and everybody likes feeling good about what they do. Does it actually achieve any marketing goals? Does it differentiate Southwest from the competition? Ad ad like this sets of alarm bells for me – in terms of the corporate culture that produced it, not necessarily because they… Read more »
Neil S
Guest
Yes, exactly. I’ve worked in advertising for more than 20 years. I’d bet every penny I have on two things. First, this was never intended to be an ad. And the client couldn’t come up with a list of meaningful unique differentiators. Let me explain. When ad agencies pitch accounts, they often – read always – create brand videos. (You’ve seen it on Mad Men.) These videos are meant to be used as meeting theater. Warm the clients heart, show off a few nuggets that the agency learned in focus groups or in talking to executives at the client –… Read more »
Bill from DC
Guest

interesting analysis. i think the problem at the root of all of this is that most airlines have few or no differentiating characteristics… even southwest!

Contrail
Member

I like it

David SF eastbay
Member

??never finished, never satisfied, and we never stop looking for a better way?

Doesn’t ‘better way’ really mean ‘cheaper way’?

Jared Hanner
Member

Or a better way to make more money.

DesertGhost
Guest

I really wonder if Soutwest isn’t doing more harm than good with this ad. I’ve always seen Southwest as the scrappy airline maverick challenging the “big boys” – the underdog. That persona was part of its success. Southwest’s marketing persona in this ad better matches what it has become; a major airline. But in the end, its new image may hurt more than help.

Nick Barnard
Member

Incipid and pathetic. Seems like it’d fit United better than Southwest.

Speedbump Joey
Guest
It is funny, they are falling right in to line with their competitors. The ad looks exactly as what I would expect from any of the legacy’s they’re taking shots at. Except Delta & AA’s new ads have a strong voice behind them, Donald Sutherland & John Hamm, respectively. The cinematography in this ad is very nice and chic, but it is not Southwest. It is not funny it is not spirited. For me I still remember the Southwest Ads with the Beach Boys, or a band that sounded like them, sing a variation of their songs to fit Southwest.… Read more »
Southeasterner
Guest
zzzz It does feel like the same advertising firm is doing every single commercial these days. Not that it really matters, with DVR and watching games at bars/pubs you never actually have to watch or listen to them. If I had a say in SWA?s advertising budget I would completely get rid of TV ads and replace them with Southwest plugs during popular TV shows. Show contestants on America?s biggest losers comfortably sitting in SW seats on the way to some destination competition in a newly served Mexican city. Show the judges and contestants on American Idol arriving/departing from Southwest… Read more »
Bill from DC
Guest

actually, WN was featured prominently in the season premiere of fox’s hells kitchen, when the contestants were flown from LAX to LAS. tons of shots of southwest’s signage and employees made it very obvious it was a paid placement. i agree with you that’s a good and clever use of the ad budget.

SubwayNut
Guest

I think it was watching the movie What Happens in Vegas (2008) I’m just remembering I found it very amusing that there were tons of references to plane tickets on Southwest Airlines from New York City to Las Vegas. The issue was that that was before Southwest had any presence in New York City, so it just didn’t make any sense.

Rob Mark
Guest
It is kind of a funny ad for the airline that was kind of scrappy. But let’s be serious … they are one of the big boys now. And to Brett’s point though about the branding … when was the last time you saw ANY airline try adding anything even remotely resembling humor? ALL of these airlines — OK, the few that are left — take themselves so seriously. Safety is important sure, but couldn’t they lighten up once in awhile? None of the corp. types are funny though are they? Tom Horton or Doug Parker doing standup … even… Read more »
Bill Hough
Guest

Cranky: “It?s no longer the low fare leader, though the brand halo still survives. A recent study shows that just comparing airfare (not baggage), Southwest was more expensive than competitors 60 percent of the time.”

So, please finish this analysis. Factor in bag fees and how does WN compare with the others?

Many WN customers are leisure flyers and so an all-in comparison would be a valid analysis.

Thanks.

noahkimmel
Member
I agree a “total cost” would be nice, but it is hard to compare apples to apples as not all pax check bags (but you could also argue earlybird boarding is like selecting a seat for a fee). I will say, in my limited experience, Southwest on mid-long segments tends to be more expensive in advance, but cheaper close in. The fare benefits of no change fees and stuff are better, but that doesnt equate to a cheaper ticket. Lastly, its not a bad thing to have a revenue premium over your competition. WN lovers always rush to defend southwest… Read more »
Jim
Guest

Read the link attached to this statement. It explains the methodology of the study.

SAN Greg
Guest
First off, I am not a fan of Southwest – I avoid them if possible. With that said, I like the ad. Any weakness that SWA bashers find are often tied to the “they are not always the cheapest option” theme. Perhaps they don’t want people to always associate Southwest as the being the cheapest option as a reason to fly them. This ad plays to the theme that it’s about people, and the quality and character of the people who make up the airline (and I guess those who they would like to attract to fly them). I have… Read more »
noahkimmel
Member

Well executed but generic. Definate swipe at US/AA, but not as explicit as the “no fee” campaign. Feels they lost the “warrior spirit” and “uniqueness” in this campaign. But raises expectations for quality and professionalism. Might have to get FA’s to stop wearing shorts! hahaha

Chicago Chris
Member
Totally agree they lost the warrior spirit. This ad was bland and could have been for Delta because (as others have noted) attempts at being hip using today’s music. Unfortunately the song selection as Cranky notes is ironically a good choice, but for the wrong reasons. Southwest’s edge used to be low fares and no bag fees. It’s like their marketing team doesn’t know how long bags will fly free so they came up with a safe campaign until management sorts it out. Find an identity, make people understand and stick to it. Looking forward to the acquisition being complete… Read more »
Rob Mark
Guest
Have we all honestly forgotten how important the first line customer service folks are to any business? Would you go back to an Asian restaurant over and over because they were the cheapest even if the service sucked? Maybe I’m getting off topic a bit, but to SAN Greg’s point about the people … that’s why I liked the ad myself. It’s the people that make Southwest go, even if they aren’t always the cheapest. The people are why I go back. I sure don’t feel that when I’m flying American/USAirways/America West … haven’t for years. So how did we… Read more »
BW
Guest

That’s the point. Southwest’s ads feature their people. The people are missing from this ad. They usually show real rampers, gate agents, and flight crew and actually let them speak instead of an actress making silent “come this way” head bobs.

Bill from DC
Guest

Exactly right, I can’t remember an SW ad that did not prominently feature employees.

ArubaMan
Guest

I believe they are real employees.

Sanjeev M
Guest

Yes I believe everyone featured in the campaign is a Southwest employee.

It is quite different from the Southwest ads of before. In the sea of TV ads out there, to 99% of people airline ads are just something they ignore. Does it affect purchasing decisions, not that much.

SJU
Guest

Everyone wearing a SWA uniform in the ad is a SWA Employee. Or you don’t think that SWA have good looking employees? haha.

slawmen
Member

It’s true. Everytime I look at southwest they are always 100 bucks higher than anyone else.

eamel
Member

“Who never stop moving forward, and never, ever back down.” Are they never ever married? Never, ever, wrong?

ituleb
Member
The ad is cheeky and odd – sort of like WN in general. I did see it as a dig against US/AA but who knows. I am based in PHX and fly WN all the time. I think Noah’s assessment is accurate – WN is usually very cheap to LAX/SNA/SAN/other destinations on the West coast (living in PHX these are frequent trips especially in summer), but flying East it adds up quickly and by no means is a fare leader. The image here in PHX of WN is usually pretty upbeat, it always seems that publicly they posit more of… Read more »
Ed
Guest

I have to agree that lack of a change fee is WN’s bigest pro–this is what motivates me to book WN. If WN institutes a change fee, I’ll be back 100% to a legacy carrier where, with elite status, one can have a guaranteed, reasonably comfortable seat.

Bill from DC
Guest

Is this the right place to say how disappointed I am in Southwest’s ridiculously slow integration of FL into the WN operations? The fact they are still offering two such disparate products at so many stations is inexcusable to me.

noahkimmel
Member
They never promised it would be quick. It is being done in an orderly process. All mergers take time, even more when its not a combination but a transition. Now that the IT integration is done, the rest will come much faster. WN had such an antiquated system that it needed a lot of work to upgrade to “see” the AT flights and be able to sell tickets on them. Now that that is done, the only barriers to integration are training (easily adjusted) painting/ac mods (adjustable to a point). Fortunately for many customers, they kept AT completely separate from… Read more »
Bill from DC
Guest
from the customer standpoint, there is nothing orderly about this transition. i’m guessing you fly regularly from a station where WN and FL are separate so not much appears different. name one thing they did upfront for the customer in this merger? even the legacy airlines manage to coordinate their FF programs up front, throwing some little bone to the frequent fliers. WNFL did not. i was told on a FL flight to sign up for their program and then details would come eventually. thanks, i’ll pass. seriously, would that have been too much to ask? and then there are… Read more »
Steve
Guest

It’s actually pretty simple…

sometimes i pay a bag fee = AirTran flight
sometimes i don?t = Southwest flight
sometimes i have a seat assignment = AirTran flight
sometimes i don?t = Southwest Flight
sometimes there?s a first class option = AirTran flight
sometimes there isn?t = Southwest flight
book on airtran.com you get what you mentioned from AirTran flights
book on southwest.com you get what you mentioned from Southwest flights
The code-share just now started about a month ago and even with the code-share flights, what you get is spelled out pretty clearly.

jaybru
Member

We here are a tough crowd. Pretty hard to get us to agree on anything, particularly when it comes to something like WN.

If the idea is to get me to think WN, and make it clear WN is not People Express, I say well done.

Would that the legacies could actually figure out how to advertise their brands, assuming they had any idea what their brands are.

Now, about code-shares. A pox on one and all! Maybe WN will eventually get over that.

Ben Brooks
Guest
Brett – I have to disagree with you on this one. (Disclosure: I’m a United 1K and have flown SWA twice and AirTran once). SWA has essentially saturated the US domestic market for leisure and low fare, hence merging vs. buying more a/c. Their “growth” has been in yield not in ASM’s. While their branding in places like Texas, Maryland, Chicago and California is clear, places like NYC and Boston. Urban/hip markets like these have legacy carriers remaking themselves to be “cool” (DL in the lead), and the likes of VA and jetBlue. SWA needs to reposition itself for the… Read more »
davidp627
Member
Your analysis is mostly accurate, but not entirely. Jet Blue and VA definitely have a ‘hip’ factor and a better flying experience. SWA always seems to be up against the ‘WalMart of the sky’ image. The reason I say that it is not entirely accurate is that it is market specific. I fly SWA often out of BWI because it is essentially operates as a hub here. I can go almost anywhere in the U.S. nonstop. Many flights out of BWI on SWA have plenty of business travelers. Since this is a connection point, I found myself sitting next to… Read more »
Bill from DC
Guest
DING! WN’s competitive advantage is gone, except for no bag fees. that’s all that’s left. i fly them for the same reason i fly any other airline, price and schedule. WN = just another big annoying airline. the only airlines with any real differentiation in their service are B6 and VX and those are a drop in the bucket relatively speaking and, often, irrelevant for much of the country. even from my corner of the east coast, those airlines are rarely, if ever, realistic options for my travel needs and they are a complete non-entity in the entire middle part… Read more »
Ben Brooks
Guest

MarylandDavid – agreed, and was trying to make that point saying brand is defined (to include biz travelers) in many of their established and long-term markets. I would think their marketing money is going to be focused at growth vs. retention (loyalty program does this, as does good service and operations).

barry
Member

When I saw this ad online a couple of days ago, my first impression is they are going after the business traveler. Although, as others have said, there is not a lot that is unique about this ad. They could put Delta, UA, or the AA logo on it and it would work. In the world of advertising this is an unmemorable ad. I would fast forward through it.

Bill n DC
Guest

I Like FUN.

john
Guest

Speaking of FUN…who could forget the Southwest Shuffle TV ad!

http://www.youtube.com/watch?v=gH6Nz-uiBhU

john
Guest

Clarifying – not a TV ad, but still FUN

Raalph Antonelli
Guest

I would like to know the name of the music played during this commercial .

SteveS
Guest

Does anyone else find it ironic that a Dallas-based airline has used Chicago as a backdrop for its takeoff segment? Seems a little off. That said, out of Chicago, they are regular more expensive that AA or UA to the markets where I travel. The ad doesn’t feel like it has a WN persona – it feels very generic.

Nick
Guest

Great Ad! LUV it! It shows a maturity that some people don’t give SWA credit for just because they like to have fun, but it still keeps the lightheartedness that makes the company great and a pleasure to fly with. Much better than the football ref or “wipeout” ones.

bhamric
Member

I think you can even make another comparison. Make that video black and white and make the camera motion upward instead of becoming a close up and it turns into the Delta “UP” commercials.

Anthony W
Guest

It looks like something Stanley Kubrick would have directed: http://youtu.be/dXq5rcY4_TU

Wayne Rutman
Guest
The great irony here is that the Southwest brand stands for fun. So they hire the band “Fun” for their latest commercial and manage to produce an ad that is no fun at all! As Brett and others have mentioned, the ad could be for any of the legacy airlines. In a way, it shows what Southwest has become: another big USA airline, just like the others. While this is good for its competitors (do any of the majors worry about Southwest any more?), it’s bad for Southwest and its bad for Southwest’s customers. I’m not sure how many folks… Read more »
ArubaMan
Guest

If short-haul was still profitable in this country, someone, ANYONE, would be doing it! WN invented it, but 9/11 took away the time savings with TSA involvement and the huge increases in the price of oil since 9/11 have been a financial disincentive as well. WN has had to reinvent itself and it elected to do so without using Chapter 11 to get its employees to pay for it or using bag fees to get its customers to pay for it. That is WAY more than ANY of the Big 3 can say.

Wayne Rutman
Guest

You can’t drive 500 miles in the amount of time you can fly it. And gas, while not as expensive as in Europe, is still a significant cost at that distance.

It’s not like Europe is a cheap place to operate. Why can Easyjet still offer $50 fares — and make money — and Southwest can’t? Perhaps it’s because Southwest let their costs get too high, and have stuck with a model that doesn’t collect any ancillary revenue.

Bill from DC
Guest
I used to fly anything that would be more than a 4 hour drive so I used to be on your side but things changed for me for many reasons, including (1) crowded airports even though I don’t blame that on 9/11 like many others do, (2) the absurdity of TSA screening, (3) the comfort / luxury of nice cars (LOVE satellite radio!) plus the fact I can even get some work done in the car if I’m on the phone, (4) no rental car hassle at my destination (I can drive straight to my destination plus airports are usually… Read more »
BW
Guest

And then there’s other people that hate traffic. If you’re prepared, TSA is no sweat.

davidp627
Member
Bill, I agree with regard to Raleigh, but Charlotte is a stretch. We have good friends there and from the Baltimore area, it always take 8 hours minimum. Of course, clearing DC is a HUGE part of the hassle, so if your are in NoVa perhaps that is not as big a deal. There is usually quite a bit of traffic on 95 near Richmond too. Your earlier comment on TSA hassles is spot on. I just did BWI-IND round trip and was in the security line for an hour! I almost missed my flight and I thought I allowed… Read more »
Bill from DC
Guest
@BW – I can control traffic usually very effectively by leaving at certain times. How do you control lengthy security lines, selectively enforced TSA policies that are absurd to begin with, weather or equipment or crew service delays? Of course, you cannot. That’s a big part of the problem. @MDDavid – You’re right, the whole problem for you is clearing DC (actually clearing Fredericksburg, then you’re OK). I’m in the District very near 395 so I have an easy shot out of town. You definitely have to leave at weird times. For example, when I go to NYC, I never… Read more »
Mark
Guest

People read the “SWA wasn’t the cheapest 60% of the time” wrong.
That means 40% of the time, they were the cheapest.

That leaves only 60% of the time ALL other airlines have to fight to be the most desirable (by price) in a market. Split that between your other 6 legacy carriers (doesn’t even include Spirit or Allegiant) and SWA starts to look pretty competitive on the price front.

james
Guest

I like the ad. I was disappointed this was the topic of discussion this week. Almost makes me want to unsubscribe.

Bill from DC
Guest

In fairness to CF, it wasn’t the “Topic of the Week” and it elicited over 50 replies in less than a day so it seems there was interest in it.

ArubaMan
Guest

Yes, a much better topic is the $19 million Parker is throwing at Horton to make him go away. Even the rubber-stamp judge balked at that one!

BW
Guest

What would you do, keep him on? Good luck with those labor negotiations.

ArubaMan
Guest

I would reduce Horton’s money to $4 million and take the other $15 million to start an Employee Profit-Sharing Plan. What would you do?

ptahcha
Guest

This ad is targeting the non-leisure travelers and make business folks take Southwest seriously, as part of their transformation into a business-oriented airline. Noticed the new FA uniform in the ad? Part of the strategy.

Carl Medley II
Guest
WOW…you are a “cranky flyer” today aren’t you!? I actually cannot disagree with you more on this one! I’ll go ahead and put myself out on the limb, mostly because I have been watching the PR Machines at work with the Southwest/AirTrans merger, the US/AA merger and the United/Continental merger…and what Southwest is accomplishing is PURE GENIUS (and many of you should sit up and pay close attention)! IF they execute as I expect they will in the forthcoming ads, then this particular ad piece is every bit as good as I think it is, if not better. Southwest is… Read more »
UAPhil
Member

In addition to “no change fees” on revenue tickets, WN’s Rapid Rewards point bookings are fully refundable with no fees for everyone (not just top tier elites as on the legacies). Another reason to book WN if your plans are subject to change. (Yes, I’m a million mile flyer on UA, but I usually book on WN domestically these days, even if the fares are a little higher, because of these flexible policies.)

Bobber
Guest

That’s a shockingly sh1t advert. Which is saying something for US TV advertisements…….

djsk
Guest

Watching some March Madness with the wife, this commercial came on. She started singing along. At the end I asked…

Me: Who the commercial was for?
W: Fun.
Me: No, like what company
W: Fun. the band
Me: It was an airline
W: I didn’t catch it.
Me: If you had to book a ticket on an airline right now, what would you do.
W: Go to Orbitz, oh it was an Orbitz commercial wasn’t it…
Me: If I say “Wanna get away”, or Ding…
W: You are now free to move about the country, Southwest. Duh…

dsdalflyer
Guest

http://www.youtube.com/watch?v=Pd6l3VzvDwk The new southwest ad has replaced American’s we know why you fly as one of the worst airline ads out there.

Sjc user
Guest

It’s a vapid ad that does nothing to establish what SWA is. As repetitive as the bags fly free ads were, it drove the point home. This new ad doesn’t. They might as well go with “Proud to fly the friendly skies and it shows.”

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[…] Southwest's Ironic and Appropriate New Ad Campaign CrankyFlier […]

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[…] a ad is being noticed as a pointer of a probable ?identity crisis? within Southwest. The CrankyFlier bashes a commercial, that is substantially unsurprising given a name of a blog. ?This ad is […]

Jeff Lewis
Guest
This is Southwest’s finally ‘coming out’. For decades, this airline has convinced us they are the scrappy alternative to BigAir, while obscuring just how old they were — that they started in 1967. In the weird and greedy world of airlines, forty years is a long, long time. I guess there comes a time when makeup no longer hides the wrinkles. I was a great fan of Southwest when I did a weekly airline commute from 1998 to 2007, but was starting to see policy changes that foretold this ad. Not a fan anymore, though even less a fan of… Read more »
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[…] the ad is being viewed as a sign of a possible ?identity crisis? within Southwest. The CrankyFlier bashes the commercial, which is probably unsurprising given the name of the blog. ?This ad is […]

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[…] Southwest Airlines: We?re Not Really About Cheap Flights Anymore – Time I spoke with Brad Tuttle at Time as a follow-up to my column about Southwest’s new ad campaign. […]

Gary
Guest

If anyone thinks Southwest doesn’t have a brand distinction, think again. Many companies never find a brand identity but in SWA’s case, it was handed to them on a silver platter by their competitors who have never made profit 10 years in row, let alone 40 years consecutive, like SWA. This carrier’s best days are in front of them. Today, they are the largest US domestic airline by far. They have found their niche. Toss stones all you want. And they are competing very well without fuel hedges or rescue from bankruptcy courts.

Foxthomasb
Member
Anyone who sees Southwest as a scrappy upstart is lost in nostalgia. They have become a legacy carrier. Their prices are nothing to write up save their walk up fares in some cases. Recently I heard a SWA commercial speaking of their “legendary” low fares–I laughed out loud as they seem to more like a mirage when I’m shopping for tickets for my 100,000 miles of travel per year. Their frequent flier program is very weak. Flying them is as unpleasant as any other airlines in the coach cabin…. If you discount the folksy humor on SWA that is not… Read more »
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[…] Southwest’s very corporate new ad campaign¬†doesn’t have a trace of maverick in it, and that led the Los Angeles Times and some analysts to speculate¬†that the airline may give up on its first two checked bags for free policy. […]

Chuck
Guest

Did anyone else find it ironic that this ad featured a shot of the Willis tower in Chicago, which is where the combined United’s new headquarters is located? Honestly, I felt like it could be a United commercial almost – just swap some different airline footage in and boom! You’re done.

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