Southwest Airlines is taking a unique approach by focusing on attracting more Gen Z and Millennial travelers through a new advertising campaign called “The Big Flex.” The campaign highlights the airline’s perks such as two free checked bags and points that don’t expire. Despite other airlines focusing on international travel and first-class seating, Southwest is targeting a younger demographic that is increasingly interested in their offerings. The airline noticed a “customer evolution” with more younger travelers showing interest in their services, leading them to create a campaign celebrating their unique points of difference.
The ads for the campaign feature various scenarios that showcase Southwest’s perks, such as a man packing a lot of shampoo due to the two free checked bags policy, and a couple extending their stay without change fees. Jonathan Clarkson, Southwest’s vice president of marketing, emphasized that regardless of age, customers are primarily concerned with price and schedule when booking flights. The airline aims to appeal to both younger and more traditional customer bases through their advertising efforts that highlight their flexibility and customer-centric approach.
In an effort to make a comeback after a holiday meltdown in 2022, Southwest is rolling out television ads and partnering with influencers on social media platforms like TikTok and Instagram. The airline aims to remind customers of their key offerings such as free checked bags, no change fees, and a strong rewards program. Despite the risk of a potential TikTok ban in the U.S., Southwest is leveraging social media channels more than ever to reach younger travelers, while still utilizing traditional television advertising to maintain broad awareness.
The airline industry as a whole has seen significant changes in response to the current global landscape. An index, the ST200, tracks the performance of airline sector stocks across global markets, providing insight into the financial health of various companies within the sector. While the industry faced challenges during the pandemic, airlines are adapting their strategies to attract travelers and remain competitive. Southwest’s focus on reaching younger travelers through innovative advertising campaigns and influencer partnerships reflects the shifting priorities within the industry and the importance of adapting to changing consumer preferences.
In conclusion, Southwest Airlines’ new advertising campaign “The Big Flex” aims to attract more Gen Z and Millennial travelers by highlighting the airline’s unique perks and customer-centric approach. By focusing on price, schedule, and flexibility, Southwest aims to appeal to both younger and more traditional customer demographics. Leveraging social media influencers, particularly on platforms like TikTok and Instagram, Southwest seeks to engage with younger travelers and maintain a strong presence in the evolving digital landscape. Despite challenges in the industry and the potential for a TikTok ban, Southwest remains focused on meeting the needs of their customers and adapting their marketing strategies to stay competitive in the airline sector.
