Southwest Goes Tropical and Transfarent

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By: Cindy Wendland

The weather is turning colder, and Southwest Airlines wants you to know they can now fly you to more tropical locations. Does Aruba, Jamaica, Costa Rica, the Bahamas, or Belize sound appealing? Belize and Costa Rica will be opening up in the next 30 days, so combined with their Caribbean destinations, you can fly to many tropical places on Southwest.

Keeping a brand fresh is important. Southwest is doing three things to accomplish that. They continue to reiterate their no bag-fee policy. This is not new, but it is worth reminding customers. They are offering new destinations for people who want to fly Southwest and go south for warmer weather. They are also addressing fares with their transfarent campaign.

We like campaigns that use a play on words if it is not overdone. Southwest is launching a new transfarency campaign. They define "transfarency" as treating you with fairness, honesty, and respect — especially when it comes to fares. Southwest continues to be one of the few airlines that have no extra fees. While other companies promote they are transparent in regards to their management, Southwest is advertising they don’t have anything hidden in regards to fares or fees. It is cute and clear. Southwest continues their strong branding with their tropical and transfarent emphasis.

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About the Author

Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.

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