Go with Heart in new Southwest campaign

Southwest Airlines has unveiled a new 360 brand campaign Go with Heart, created by its Agency of Record, GSD&M and produced by Tool of North America. Components of the campaign include: TV, video, digital, cinema, OOH, in-airport, in-flight napkins, streaming audio and social.

With an incredible rebound in travel, travel is more stressful than ever today, the rules, the policies, the last minute issues that pop up. People need an experience they can rely on. That’s why Southwest does things differently. They are the only airline that has your back. Their tangible points of difference prove it, and establish them as a different, better and easier airline.

Southwest’s new brand campaign is highlighting the many desirable customer incentives the airline offers, including its new policy: flight credits don’t expire. This is in addition to Southwest’s long-standing policies: bags fly free, no change or cancel fees and Rapid Rewards points don’t expire. The goal is to remind customers about the uniquely-Southwest policies that make it ‘the airline that has customers’ backs.’

"Serving our Customers is at the core of what we do at Southwest Airlines, and we know that having flexibility is top of mind for our Customers when they’re planning their travel,” said Bill Tierney, Vice President, Marketing & Digital Experience at Southwest Airlines. 

“Go with Heart is inspired by what makes Southwest stand out from the competition, our outstanding Employees, Legendary Customer Service, and flexible differentiators. We’re here to connect Customers with what’s important to them by making travel easier with less anxiety, and through this campaign, we’re also emphasizing our commitment of continuous forward momentum through improvements to the Customer Experience. When Customers go to book their next trip, they can do so without hesitation knowing Southwest has generous and flexible policies coupled with legendary hospitality, They can "go with Heart" by going with Southwest."

"Southwest has an amazing history of always having people's backs when they fly,” noted Jay Russell, Chief Creative Officer at GSD&M. 

“That’s no different today. With this new campaign, we wanted to remind people of all the ways Southwest is there for you when you fly and shine a little light on some new things that are giving them even more freedom to fly. This campaign is from the perspective of our customers so they can see all the ways Southwest makes flying easier and more enjoyable."