Southwest Airlines Regains Confidence with Bold 'Big Flex' Initiative

Article Brief:

Southwest Airlines is attempting to flex on competitors with a new campaign highlighting the carrier’s perks through colorful vignettes, per a press release.   

Southwest's new campaign, "The Big Flex," will be launched on April 22. The campaign highlights the benefits that customers enjoy, such as the ability to check two bags for free, as well as earning flight credits and points that never expire. The airline is also expanding its partnership with influencers to create more localized content.

Developed in collaboration with agencies Spark Foundry and GSD&M, the campaign will be featured on streaming platforms, linear TV, social media, and audio platforms. This initiative comes after a challenging year for Southwest, as they worked to regain consumer trust following a holiday travel meltdown in 2022.

Southwest Airlines offers "The Big Flex"

Southwest Airlines is presenting its services as a solution to the complicated and costly experiences offered by other airlines with their new offering, "The Big Flex." Vice President of Marketing, Jonathan Clarkson, highlighted in a statement during the launch that Southwest aims to provide a hassle-free experience without hidden fees, unlike some competitors who constantly add extra charges.

New ads featuring Southwest benefits are presented through engaging stories with characters. One ad depicts a man leaving his hotel confidently, his curly hair bouncing. He shares with a woman at a crosswalk that he keeps his hair looking great by packing plenty of shampoo on his trips, made possible by Southwest's free two-bag check policy.

A fun video titled "MeeMaw" features a couple happily sliding into a resort pool and sharing with other guests how they were able to extend their trip by a day because of Southwest Airlines' flight change policy with no fees. They express their gratitude to "meemaw," a slang term for grandmother, for looking after their kids while they enjoy their extended vacation.

The campaign landing before the summer travel rush not only features traditional spots but also involves partnerships with online creators who will create content for specific Southwest destinations. Additionally, the brand has created ads aimed at important local markets.

Julia Melle, director of brand and content at Southwest Airlines, stated, "We are increasing our collaborations with influencers to showcase many of our incredible destinations. We are thrilled to welcome a new generation of Customers to experience what the airline with Heart has to offer."

Southwest is working on rebuilding brand trust with "The Big Flex" after a mishap in 2022 where thousands of flights were cancelled, stranding about 2 million passengers during a busy travel period. In December, the company paid a $140 million civil penalty, setting an industry record.

Editor's P/S:

Southwest Airlines' "The Big Flex" campaign is a clever and timely response to the challenges it faced in the past year. By highlighting its competitive advantages, such as free baggage check, flexible flight changes, and reward points, Southwest aims to regain customer trust and differentiate itself from competitors. The campaign's focus on storytelling and engaging characters makes it both relatable and memorable.

It's encouraging to see Southwest investing in content partnerships and local market advertising. This approach allows them to connect with specific audiences and showcase the value of their services in a personalized way. The "MeeMaw" video, for example, effectively demonstrates the benefits of Southwest's flexible flight change policy for families. Additionally, the airline's efforts to rebuild brand trust after the holiday travel meltdown are commendable. By addressing customer concerns and implementing improvements, Southwest is positioning itself for success in the upcoming summer travel season.