Last updated: 12:00 PM ET, Fri October 09 2015

Southwest Blasts Ancillary Fees With New 'Transfarency' Campaign

Airlines & Airports | Rich Thomaselli | October 09, 2015

Southwest Blasts Ancillary Fees With New 'Transfarency' Campaign

Photo via YouTube

Southwest Airlines introduced a new advertising campaign on Thursday night during the Major League Baseball playoffs, a multi-media effort that brings a new word into the travel lexicon: “Transfarency.”

Television, print and digital ads will blanket media outlets in the coming weeks and months as Southwest tweaks and takes aim at its competitors who charge ancillary – and hidden – fees.

The digital effort also includes its own microsite in which Southwest compares its lack of fees to those of other airlines for everything from bags to change fees to snacks and drinks.

During the 30-second spot, the narrator intones: “At Southwest, we do things differently, so differently we invented a word for it — ‘transfarency.’ Transfarency means we don’t dream up ways we can trick you into paying more.”

Southwest also plans on running the ad during National Football League games and, in fact, had a heavy presence during last week’s contests hyping its service to the Caribbean.


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