GSD&M Idea City’s latest campaign for Southwest Airlines is exploiting a temporary “point of difference” related to how the carrier is treating customers compared to others.
An ad in the Sept. 9 Wall Street Journal used a see-through material. It instructs readers to hold the translucent page up to the light, revealing hidden fees. One print ad hides hidden fees in a full-page word search game. Print and three additional TV spots run through the football season.
Dallas-based Southwest spent $185 million on ads last year and $100 million through June 2008, according to Nielsen Monitor-Plus.
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