Southwest Airlines is the country’s most successful low-fare, high-frequency, point-to-point carrier. With more than 3,400 flights a day coast-to-coast and 548 Boeing 737 aircraft among 72 cities, Southwest is the largest U.S. carrier based on domestic passengers carried as of September 30, 2010.
Case Study
In honor of its 35th anniversary, Southwest Airlines wanted to give back to the 62 cities that have made it the country’s most successful airline and selected Arsenal to launch a meaningful cause-related campaign. We partnered Southwest Airlines with Feeding America (the nation’s food bank network), during Southwest’s anniversary month of June, to collect jars of peanut butter. The peanut butter raised during the campaign would be distributed to local food banks nationwide. We branded the effort “Spread the LUV,” a national peanut butter drive that involved Southwest customers, vendors and employees, along with food bank supporters across the country.
Campaign Components
- Online “Virtual Food Bank” using the power of customer traffic to southwest.com, and a Boeing 737 featuring the Spread the LUV logo on its fuselage.
- One-day tour including four, live in-airport appearances featuring country music star Phil Vassar and documented for broadcast by Country Music Television
- Major news conference to announce the campaign (attended by every media outlet at Southwest’s Dallas headquarters at Love Field)
- Email campaigns to Southwest’s Rapid Rewards customers
- Template outreach materials to be used by every food bank in the country
- In-airport signage and peanut butter displays
Media Coverage Secured
Arizona Republic, Austin American-Statesman, Country Music Television, Dallas Morning News, Fort Worth Star-Telegram, Houston Chronicle, KDFW, KRLD, KTVT, KUVN, KXAS, WBAP and WFAA.
Spread the Luv Logo
Southwest Airlines Press Conference
Press Conference with Gary Kelly, President and CEO of Southwest Airlines
Spirit Magazine Article
Spread the Luv Media Kit
Southwest Airlines
