Southwest Airlines

Market-Centric Digital

RESULT: This national campaign resulted in an overall increase in brand affinity and recall among our targets.

Southwest Airlines wanted to attract young people and general travelers who book with competitors to seek out and ultimately book flights on Southwest. Part of the challenge in doing so was how to speak to unique sets of flyers in 12 different markets across the U.S., each with their own propositions. We created a cohesive body of proposition-focused, programmatic creative that spoke to travelers in each market with a local flavor. With fun and colorful assets designed to inspire travel, we showcased Southwest's service offerings across primary digital and social channels.