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2011 GOLD TRANSPORTATION
UNITED STATES
Southwest Airlines Grab Your Bag. It's On/Bags Fly Free
RAN IN: United States
CLIENT
Southwest Airlines Company
Sandra Howard, Director of Advertising Jena Atchison, Advertising Manager Kevin Krone, VP, Marketing Sales and Distribution
Jonathan Silverstein, Sr. VP/Group Account Director Amy Lyon, Account Director David Crawford, Sr. VP/Managing Group Creative Director Rene Huey-Liption, VP, Strategy & Insights Bryan Pudder, Creative Director Clay Hudson, Creative Director
In 2009 airlines began charging additional fees, most noticeably, bags. Southwest Airlines had a difficult decision to make - to charge or not. Walking away from an estimated $500M in annual revenue, SWA stayed true to its core purpose of giving people the freedom to fly, defied the industry and decided against bag fees. The campaign that followed not only announced this decision, but put competitors on notice for mistreating passengers and in the process galvanized SWA employees. The effort resulted in a market share increase, equaling $800M of incremental revenue.
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CASE STUDY
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV, Interactive, OOH
Audience: Launch or relaunch a brand/product,Build or change corporate image