Southwest Airlines, the world’s largest low-cost carrier, and the advertising agency GSD&M launched a new brand campaign titled “Go with Heart.”
The campaign invites customers to travel with the many benefits that Southwest offers, all while paying a lower cost for the ticket.
GSD&M, the company’s agency of record, handled the production of a 30-second short that reiterates the benefits of flying with Southwest Airlines.
It opens with a family packing their bags, in contrast to the following scene of someone forced to cancel their flight. It also depicts elderly ladies spending their hard-earned reward points, followed by a person that has to spend their credit at a later date, ending with a promise of in-seat power in 2023.
Every scene in the ad represents one of Southwest’s pro-customer policies, i.e., two free bags, no change or cancelation fees, Rapid Reward points that don’t expire and no-expiration-date flight credits, respectively.
“Go with heart” is really “Go with free bags and flight credits whenever you want.”
“Serving our customers is at the core of what we do at Southwest Airlines, and we know that having flexibility is top of mind for our customers when they're planning travel,” said Bill Tierney, Vice President, Marketing & Digital Experience at Southwest Airlines. “’Go with Heart’ is inspired by what makes Southwest stand out from the competition—our outstanding employees, legendary customer service, and flexible differentiators.”
Tierney went on to say a bit more about the campaign:
“We're here to connect customers with what's important to them by making travel easier with less anxiety, and through this campaign, we're also emphasizing our continuous commitment to improving the customer experience.”
“Go with heart” goes with a lot of fine print, as well. Even the 30-second ad shows subscript beneath each pro-customer benefit. Take the conditions for two free bags and no cancelation fees for example:
“At Southwest, there are no change fees (fare difference may apply), no cancellation fees (failure to cancel a reservation at least 10 minutes prior to scheduled departure may result in forfeited travel funds), and bags fly free (first and second checked bags, weight and size limits apply).”
While Southwest does offer incredible bargains for its customers, make sure to check the conditions for each one before taking it for granted!
