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Southwest Airlines Launches ‘The Big Flex’, a New Brand Campaign

Southwest Airlines has unveiled ‘The Big Flex’, a new brand campaign that showcases the carrier’s flexible and Customer friendly difference, including two free bags, no change or cancellation fees, and flight credits and points that don’t expire.


Southwest Launches 'The Big Flex' Brand marketing Campaign - Courtesy Southwest Airlines

On Thursday (April 18, 2024), Southwest Airlines unveiled a bold new brand marketing campaign, ‘The Big Flex’.  The campaign showcases the carrier’s flexible and customer friendly points of difference, including two bags fly free®, no change or cancellation fees, and flight credits and points that don’t expire (T&Cs apply).  All of these benefits, coupled with low fares and Southwest’s legendary hospitality, are highlighted in the new brand campaign.  Additionally, the campaign includes a series of local market ads, demonstrating Southwest’s heart, fun and flexibility in authentic ways to the communities they serve.  Southwest partnered with the agencies Spark Foundry and GSD&M to develop ‘The Big Flex’ theme and creatives.


In Wednesday’s announcement, Southwest Airlines’ Vice President of Marketing, Jonathan Clarkson, said,


“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.  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.”


Also commenting on the new brand campaign Southwest’s Director of Brand and Content, Julia Melle, said,


“We’re expanding our collaborations with influencers to highlight many of our amazing destinations.  We’re excited to invite a new generation of Customers to see what the airline with Heart has to offer.”


GSD&M’s Chief Creative Officer, Jay Russell, added,


“With 'The Big Flex' campaign, we’re celebrating Southwest's hallmark of freedom and flexibility.  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’ will officially debut on April 22, 2024 across multiple platforms, including streaming services, broadcast and cable TV and social media, as well as audio platforms.


Introducing 'The Big Flex', Southwest's New Brand Marketing Campaign - Courtesy Southwest Airlines


Founded in 1971, Dallas-based Southwest Airlines (NYSE: LUV) has distinguished itself by offering exemplary customer service delivered by nearly 75,000 team members at 121 airports across 11 countries.  The airline carried over 137 million guests during 2023.  Southwest offers a robust point-to-point network with a strong presence across leisure and business markets.  During peak travel seasons, the airline operates more than 4,000 daily departures to 120 destinations across the U.S. and 10 additional countries.  Southwest also continues to develop tangible steps toward achieving carbon neutrality by 2050, including offering Customers the opportunity to help the airline offset carbon emissions. 


 

Source: Southwest Airlines

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