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Southwest Airlines “bags fly free” commercials hit home
Southwest Airlines has long had smart marketing. Their latest set of commercials on bags flying free, “We Love Your Bags”, is another great example of a smart company employing a smart strategy.
Focusing on strengths and differentiation is nothing new to marketing, but those basic tenets seem to get lost in favor of cleverness and “wow” factors.
Southwest’s latest campaign really resonates, though.
Bags are important to flyers. How often do you hear horror stories about airlines losing bags? I know my Facebook news stream is littered with stories this holiday season of airlines losing their bags.
Southwest recognizes bags’ importance to customers, and plays off of that.
“Bags fly free” isn’t just about saving the customer money. Where other airlines are saying, “your bags are 1) an inconvenience and 2) an opportunity for us to make a few more dollars”, Southwest uses bags as an opportunity.
Their latest commercial paints a picture of burly men handling bags personally, and getting teary-eyed when they get on the plane and fly away.
“Bags are my life,” one handler says.
“I love bags,” another says, waving goodbye to his traveling friends.
That message, combined with the lack of fees, is Southwest saying to its customer that bags are important to you, so they’re important to the airline. The implication is they won’t lose your bags, because they care — and the humans behind the actual baggage handling care.
It’s a starkly different picture than that of the “stereotypical baggage handler” — an angry man that’s doing his best to test the structural integrity of your baggage.
And it’s a refreshing change. Travelers are tired of the “same old” from airlines, which includes late flights, nickel and dime charges at every opportunity, and lost luggage.
Southwest’s message, which revolves around something as simple as the lack of a fee around the first piece of luggage, effectively points out that they are an airline intent on bucking the trends set by their industry. And of winning the customer satisfaction battle.
Tue January 5th, 2010 9:46 pm