DALLAS- Southwest Airlines (WN) launches a new brand campaign, “The Big Flex,” highlighting the carrier’s flexible and Customer-friendly advantages, including two bags fly free, no change or cancellation fees, flight credits that don’t expire, and points that don’t expire.
The campaign emphasizes what’s most important to Southwest® customers—choice and flexibility—delivered with low fares and legendary hospitality, which Southwest is renowned for.
“In an industry full of increasing complexity, Customers want ease and flexibility when they travel, and we pride ourselves on providing an experience that doesn’t nickel and dime Customers with hidden fees,” said Jonathan Clarkson, Vice President of Marketing at Southwest Airlines.
“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.”
“The Big Flex” focuses on stories of Customers benefiting from Southwest’s flexible policies and showcases unique ways Customers get more value and a better travel experience when flying on Southwest.
“The Big Flex” also includes a series of partnerships with online creators to highlight some of the destinations that Southwest serves.
What’s So Special About Big Flex?
“We’re expanding our collaborations with influencers to showcase many of our amazing destinations,” stated Julia Melle, Director of Brand & Content at Southwest Airlines. “We’re thrilled to invite a new generation of customers to discover what the airline with Heart offers.”
Additionally, the campaign includes a series of ads specifically created for local markets, demonstrating Southwest’s Heart, fun, and flexibility in authentic ways to the communities and Customers the airline serves.
Southwest partnered with its agencies Spark Foundry and GSD&M to develop the theme and creative assets for multiple media platforms for “The Big Flex” campaign.
“With ‘The Big Flex’ campaign, we’re celebrating Southwest’s hallmark of freedom and flexibility,” said Jay Russell, Chief Creative Officer at GSD&M. “This isn’t just advertising; it’s embodying Southwest’s Spirit and Values for Customers who have always loved the brand and those who will love it in the future.”
“The Big Flex” debuts on April 22, with placements across multiple platforms, including streaming services, broadcast and cable TV, social media, and audio platforms.
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