southwest-airlines

Copy Spotting: Southwest Airlines

A few weeks ago, I found myself staring at some pretty clever copy at 6 a.m while boarding my flight to Omaha. ¬†Covering the walls of ABIA was Southwest Airline’s ¬†latest Transfarency¬†campaign which strategically highlights the company’s ¬†lack of passenger fees compared to other airlines. The campaign got off the ground last October and was created by¬†Austin’s very own GSD&M. ¬†The campaign was attention-grabbing, even in the early morning hours after a pat down from TSA, so I’d say it’s¬†pretty brilliant.

Check out some of Southwest’s ads that I saw:

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¬†It’s crystal clear; Southwest has nothing to hide, and they want you to get an airline ticket at a reasonable price. Congrats to whoever’s¬†idea it was to combine fare + transparency to create a new word and nail the messaging here. As a fellow Copywriter, I’m a bit jealous that I didn’t think of this one.

southwest-airlines

Instead of ‘Ready, Set, Go’ someone smart decided to add ‘Monte’ in front of the word ‘go’ to spell Montego as in Montego Bay, Jamaica. Yeah, mon! ¬†I’m packing my bags.

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What’s in a name? Well, apparently, a good joke if your company’s loyalty program is better than the competition’s. ¬†For customers, JetBlue’s loyalty program TrueBlue feels like the blues compared to Southwest’s Rapid Rewards program. Ha! Southwest also thinks the American Airlines rewards program AAdvantage will feel like a complete disadvantage to customers. LOL. This one¬†made me chuckle, which is good because there was absolutely nothing else entertaining about an early morning flight.

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Yes, you can go to Cancun if you fly Southwest! That’s the message here. This poster is similar to the Montego one above. Again, someone at GSD&M with a great sense of humor thought it would be fun to get you excited about going to Cancun, Mexico by modifying¬†a popular phrase.

I’ll admit, I looked up flights to both destinations after seeing these great ads. Do you think drinks on those flights come with ¬†tiny umbrellas? Because that would be cool.

Have you spotted any good copy lately? Email it to me at samantha.elaine.saenz@gmail.com or tweet me @dollarsaenz86.

 

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