Direct > Product/Service
LANYARD MAILING
TARGETBASE, Irving / SOUTHWEST AIRLINES / 2003
Overview
Credits
OVERVIEW
BriefExplanation
Since September 11, 2001, Southwest Airlines understands the flying experience has changed for customers, and they want to help make that experience smoother and easier.This piece needs to thank customers for continuing to fly Southwest and inform them that Southwest is making operation improvements to make their flying experience smoother and easier.
CampaignDescription
In the fun Southwest style, we took a lighthearted approach in acknowledging that even though air travel has changed, we were trying to make things as easy as possible. We recommended giving customers an inexpensive, but significant gift — a lanyard that could hold a customer's ticket and I.D. so he or she wouldn't have to fumble for those items while passing through the screening line. This piece provided an entertaining and educational message regarding the improvements Southwest Airlines was making in operational systems and at the same time rewarded customers for their loyalty.
Outcome
This communication generated positive feedback from customers and created a chatter effect among flyers. Consumer demand for lanyards allowed Southwest to drive customers to southwest.com to purchase them. This communication was picked up by USA Today and positioned as Southwest helping customers deal with new security issues at airports.
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