Southwest airways Boasts of easy fee structure In fun #Transfarency marketing campaign
The low-fare provider hits its charge-charging competitors hard in its newest effort, which equates its own insurance policies with transparency and honesty.
In its newly launched marketing campaign, dubbed Transfarency and the use of the hashtag #FeesDontFly, budget flyer Southwest airlines compares itself favorably to competitors that cost for the whole thing from checked baggage to flight adjustments to snacks and drinks.
The message of the campaign, which cash a word for transparency in airfares, is that Southwest tells shoppers up front what to expect relating to charges and doesn’t surprise them with hidden prices. agency of file GSD&M handled the work for Southwest.
“Being a low-fare airline is on the heart of our brand, and the inspiration of our industry variation, so we’re not going to nickel and dime our clients,” stated Kevin Krone, Southwest’s VP and chief advertising officer, in a remark concerning the new marketing campaign.
The marketing campaign kicks off as of late with a tv advert that — fortuitously for the corporate — will air all through a baseball playoff sport during which its sponsored team, the place of birth Texas Rangers, will compete. The ad used to be released early on YouTube, and the airline has been promoting it in its social channels. It’s been especially well-got on facebook, the place it’s garnered nearly five million likes.
Southwest’s house web page was once additionally remodeled for the campaign. It now features a big background image that introduces and defines the time period Transfarency.
Clicking on the phrase or picture takes customers to a micr0-website online created for the marketing campaign at Transfarency.com. The web site compares Southwest’s rate construction to that of a competitor and offers interactive features like a sport known as “rate or fake,” which humorously challenges individuals to differentiate actual charges charged with the aid of opponents from ludicrous made-up ones.
other options embody a Mad Libs-style game that enables individuals’s complaints about opponents, which they are able to then easily share via Twitter or facebook.
Southwest also encourages web site guests to share “guidelines” on tips on how to keep away from different airways’ fees — corresponding to sporting your whole dresser on the airplane to keep away from a checked bag cost or transport your garb ahead via FedEx or UPS. it will reward especially creative makes an attempt with a gift card.
Judging through the social media conversation they’re curating on the web site, the #Transfarency message seems to be resonating with customers.
Marianne Malina, president of GSD&M, explained the theme:
Transfarency rose to the top for us. in a single word you get the theory; you get the playfulness from it. It has smart humor that Southwest can personal, and it elevates the speculation past just inclusive pricing. It’s about transparency and being honest.
The tv ad will seem all the way through NFL Sunday night soccer this weekend and will unencumber three further creatives over the course of the 15-week effort. The airline also says it is going to lengthen the marketing campaign to facebook and Twitter past natural posts.
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(Some pictures used below license from Shutterstock.com.)
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