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Southwest

Creativity | 1 year, 8 months ago


Pitch

PITCH

Creativity

TargetSUMMARY | About this pitch

Southwest Airlines, the world’s largest low-cost airline best known for its continental U.S. flights, is conducting a digital agency review as it expands its business into additional international markets. Currently the airline serves more than 90 destinations in 40 states, including North American destinations in the Caribbean and Mexico. "As we move further into the international space, we're looking for an agency with both consumer and digital experience in international," said a Southwest spokeswoman. The scope will include a broad range of digital marketing duties, but it likely won't include media, according to people familiar with the matter. VML, the shop's current digital agency of record, will not participate in the review, according to the Southwest spokeswoman. "We've enjoyed partnering with VML for more than seven years, and effective January 1, VML will no longer be part of the Southwest family of agencies, which include TBWA/ChiatDay." WPP's VML worked on various projects over the years, including digital creative work and the Southwest iPhone app. Publicis Groupe's Razorfish also has supported digital marketing for the Dallas-based airline for nearly a decade. The full-service digital marketing agency, which is used primarily by Southwest's technology team, as opposed to its marketing team, will participate in the request for proposals, according to the airline's spokeswoman. Most recently, Razorfish handled some digital work on the airline's "Transfarency" campaign that emphasized its low rates and transparent costs. Another Southwest creative shop, Omnicom's GSD&M, was behind that push. Razorfish also fielded the design of the Southwest microsite amidst a massive rebrand the airline conducted late last year. The effort, which emphasized the airline's heart and the hospitality of its employees, included a new campaign, tagline, in-airport signage and airplane aesthetic.

Client CLIENT | Southwest Airlines's Customer Analysis


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