Posts tagged ‘Southwest Airlines’

Belly-up

February 1st, 2011 by Gwen Bennett, Senior Research Manager

The bellies have it! It’s likely that you have seen an execution of Southwest’s new “Bags Fly Free” campaign on the bellies of its ground crew (hard to miss). On your next Southwest flight, look for another campaign execution – on the belly of your plane.   

This campaign speaks to me because of the simplicity of the message. In the current environment of economic caution and personal financial concern, the feeling of being “nickel-and-dimed” creates even stronger ill will toward the airlines. Southwest has stepped up to buck this trend. The message is so simple – bags fly free. This approach not only provides real financial value to the customer right now, but also continues to create good will and to strengthen one of Southwest’s key brand elements – caring about people. Not to mention, we already know and love that Southwest is a bit of a rebel in the airline industry. This campaign continues to confirm it. 

And the execution of the message is not too shabby. Southwest is leveraging their existing staff and infrastructure to promote the message. Who can forget the TV spots with the “Rampers” actually touting the message on their own bellies? This approach screams loyalty, excitement and fanship. It’s engaging and believable. What’s even more interesting is that the bellies of more than 50 Southwest airplanes will also carry the message, with an arrow actually pointing to the cargo area where customers’ bags will fly for free. That’s simple, tangible and valuable. The bellies definitely have it.

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“Bags Fly Free” Gets ‘Em On Board

March 31st, 2010 by Matt Silverman, Managing Director-Arizona

I was not surprised to see the new report out from the U.S. Bureau of Transportation Statistics which shows Southwest Airlines carried more passengers in 2009 than any other airline. And at a time when total passenger count was down 5.3 percent, Southwest only lost 0.6% last year.

Not only does Southwest lead in number of passengers, it also leads in advertising spending in the travel industry.

So over the last few months, whenever the conversation has turned to “advertising, the economy and what now?” I’ve been asking people this question: “Which airline is doing the most advertising right now?”

 Every single person said “Southwest Airlines.” And when I asked “what did the ad talk about?” Most repeated “Bags fly free.”

 I have used that point to talk about savvy companies that seize opportunities and grow market share even in the toughest of times. Southwest’s CEO says his company recently picked-up 1% marketshare while increasing its ad spend for the “Bags fly free” campaign.

As always with companies that excel, their success is multi-layered and marketing is just part of the equation. I’m guessing Southwest was able to hold-off on charging for bags because the airline traditionally has had some of the strongest financials in the industry.

 Of course Southwest continues to keep customers returning with its legendary customer service and low airfares.

 But back to the “Bags fly free” campaign.  Truth is, if you look a little deeper Southwest is finding a way to collect extra fees from its earlybird check-in, a new pet fare, an unaccompanied minor fee and excess and overweight bag fees.

Still Southwest is framing the consumer conversation by absolutely hammering the competition on the “bags fly free” point of differentiation.

 Another airline is finally firing back, as you’ll see in this write-up of how discount airline Airtrans (which ranks 8th on the 2009 passengers carried list) and Southwest are taking potshots at each other. Watch the spots, you’ll get a chuckle.

But in the end “Bags fly free” certainly pushes all the right buttons and passengers are literally lining up to get on board.

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