Direct > Product/Service
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TARGETBASE, Irving / SOUTHWEST AIRLINES / 2005
Overview
Credits
OVERVIEW
BriefExplanation
After seven years, the double credit promotion for Rapid Rewards Members booking at southwest.com was ending. This presented a huge problem for members who usually get a free ticket after four roundtrips with double credit. The challenge was to find the best way to soften the perceived bad news.
CampaignDescription
Although double credit is ending, members can still get a bonus credit for booking at southwest.com. So we created a unique postcard designed with a perforated "door", stating that even though double credit is going away, members can still get a bonus credit by purchasing online each time they fly.
Outcome
After this mailing went out and the double credit promotion ended, Southwest saw no decrease or fall off at all in online bookings. This was a huge success considering that credits given to members for booking travel online were cut in half.
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