Southwest Airlines premiers new ad campaign

Southwest Airlines said it has premiered its latest advertising campaign during an exclusive event inside the new international concourse at William P. Hobby airport in Houston.

The campaign–called Transfarency–includes multiple TV advertisements, print and digital elements, as well as a microsite focused on the industry´s competitive landscape.

“Transfarency is a unique approach to treating customers the way they expect and deserve to be treated. Being a low-fare airline is at the heart of our brand, and the foundation of our business model, so we´re not going to nickel and dime our customers,” said Kevin Krone, Southwest´s vice president and chief marketing officer. “Southwest continues to lead the pack as the only airline that offers low fares and an inclusive approach to travel. Transfarency is not a new chapter for us, but another tone to the bell that we´ve been ringing for more than 44 years.”

The initial ad continues to run Sunday, Oct. 11, in conjunction with existing placements airing during NFL Sunday Football. Working with agency of record, GSD&M, in Austin, Texas, this campaign includes a heavy focus on the company´s low-fare philosophy with no unexpected bag fees, change fees, or hidden fees.

The Transfarency campaign features a heavy emphasis on the unique philosophy created by Southwest Airlines. Transfarency is where Customers are treated honestly and fairly, and low fares actually stay low–with no unexpected bag fees, change fees, or hidden fees. The Transfarency philosophy was created by and is practiced exclusively by Southwest Airlines.

In its 45th year of service, Dallas-based Southwest Airlines (NYSE: LUV) continues to differentiate itself from other air carriers with exemplary customer service delivered by more than 47,000 employees to more than 100 million customers annually.