Southwest Airlines is launching a new brand campaign to showcase its flexible features, including two bags fly free, no change or cancellation fees and flight credits and points that don't expire.
"The Big Flex" will debut on Monday, April 22 with placements across multiple platforms, including streaming services, broadcast and cable TV, social media and audio platforms, the low-cost carrier announced Thursday.
The campaign will focus on stories of customers who benefit from Southwest's flexible policies and feature a series of partnerships with online creators and influencers to highlight some of the destinations that Southwest flies to.
What's more, The Big Flex will include a series of ads specifically created for local markets.
"In an industry full of growing complexity, customers want ease and flexibility when they travel, and we pride ourselves on delivering an experience that doesn't nickel and dime customers with hidden fees," Jonathan Clarkson, Vice President Marketing at Southwest Airlines, said in a statement.
"The inspiration for 'The Big Flex' is giving customers the freedom to say yes by connecting them to what's important in their lives with unrivaled flexibility. It's about making a big deal out of something that others might overlook—like getting to check two bags for free, having the freedom to stay an extra day on your trip without worrying about change fees, and using your Rapid Rewards points whenever you want because they don't expire," Clarkson added.
"We're expanding our collaborations with influencers to highlight many of our amazing destinations," said Julia Melle, Director of Brand & Content at Southwest Airlines. "We're excited to invite a new generation of customers to see what the airline with Heart has to offer."
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