By Ishbel Macleod | PR and social media consultant

TBWA\Chiat\Day New York

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Southwest Airlines article

March 19, 2013 | 2 min read

Southwest Airlines is today revealing its new ad campaign with TBWA\Chiat\Day, which aims to tell the story of what the brand stands for.

The first campaign created for the airline by the agency, the ads will run for eight weeks nationally.

Bob Jordan, Southwest Airlines’ executive vice president and chief commercial officer, said: “Southwest’s values are based on our Customers’ values—hard work, perseverance, and the relentless pursuit of finding a better way. The decisions we make for our airline reflect these values, and we translated that vision into a reality in these new ads.

“Every move we make is one that makes our airline a better choice for air travel. Southwest carries more domestic Customers than any other airline and this new campaign showcases the impact we make on Customers every time they step on board a Southwest flight.”

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The 60 second launch spot, will run during men’s college basketball championship games on CBS, TBS, TNT, and truTV, with the aim of highlighting how the airline continually strives to be better for its customers.

A second ad focuses on in-flight experience; Wifi availability, Live TV, and revamped interior with new leather seats and larger overhead bins; while a third ad highlights the brand’s loyalty program.

John Norman, chief creative officer at TBWA\Chiat\Day, said: "In a world with so many airline options, it's important to leverage a brand truth to differentiate from the competition. Southwest is always looking for a better way to get there. The campaign highlights its products, its Customers, and its Employees that grew the company."

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