Flying fee-free, Southwest style
Always nimble and creative in response to recent news and events, the savvy marketers at Southwest Airlines and its ad agency, GSD&M idea city, have a new ad campaign (in print and online) that touts how the airline refuses to “nickel and dime” its customers. With other U.S. carriers announcing new fees or charges almost daily, Southwest is clearly capitalizing on travelers’ unhappiness about the trend.
American Airlines Inc. caused an uproar after it announced May 21 that it would begin imposing a $15 fee for the first checked bag—each way—for travel on tickets purchased June 15 or later. Today, United Airlines announced that it will follow rival American Airlines in charging $15 for a first checked bag. Other airlines have instituted a $25-each-way fee for a second checked bag. Airline expert Tom Parsons says that, as of July 1, Southwest Airlines will be the only U.S. carrier that permits two checked bags for free.
I’ve always been impressed by Southwest’s ability to differentiate its brand--in its everyday practices and its advertising--and to do so quickly and smartly in response to current events. And, I’ve always enjoyed their commercials. My personal favorites: the one where the “Consolidated Airlines” employee spins a big wheel to see if passengers get to fly on a “Big Plane” and the “Wanna Get Away?” classic in which a cubicle dweller unwittingly downloads the “Pink Slip Virus,” which immediately attacks computers throughout the office.
Nicely done, Southwest.
Incidentally, Marketing News magazine recently published an insightful KnowledgeBase Q&A with Fred Taylor, senior manager of the “proactive customer service communications department” for Southwest. Read it here.
