Southwest

During my senior fall semester at SMU, I worked on a semester-long project analyzing Southwest Airlines' marketing strategy and developing a campaign aimed at Gen Z consumers.
Southwest Airlines partnered with SMU's Temerlin School of Advertising for this initiative, challenging students to create innovative marketing campaigns and present their ideas to the airline’s marketing department. The goal was to gain fresh perspectives from advertising students on how to attract younger travelers. To support our research, Southwest provided limited proprietary insights into its customer demographics.
The project was structured as a competition, with students working in teams to develop the most effective strategies for engaging Gen Z travelers.
My team began by identifying what distinguishes Gen Z from other generations. Drawing from personal experiences, surveys, and publicly available data, we observed that Gen Z is more cost-conscious than its predecessors. We also noted their strong presence on social media, desire for connection and recognition, early nostalgia, and demand for seamless online experiences. One surprising insight from our research was that a significantly higher percentage of Gen Z respondents considered their household pets to be family members compared to other generations.
Building on these findings and leveraging both public resources and Southwest’s internal data, we developed a tailored marketing campaign designed to resonate with this emerging demographic of travelers.
To enhance the travel experience for pet owners, we proposed Southwest-branded bandanas and pet treats. These small but thoughtful touches would create memorable, Instagram-worthy moments, serving as organic advertising that fosters social media engagement and strengthens brand loyalty.
To tap into Gen Z's affinity for nostalgia, we suggested reviving Southwest's iconic 1973 "All is Fare in Love and War" campaign. Originally, this campaign was a creative response to Braniff International's fare reduction from $26 to $13 on the Dallas to Houston route. Instead of directly matching the lower fare, Southwest offered passengers paying the original $26 fare a choice between a bottle of premium liquor or a leather ice bucket, each valued at $13. This allowed Southwest to maintain its fare structure while enhancing the customer experience, effectively countering Braniff's strategy.
Building on this concept, we envisioned a holiday-themed "Hot Cocoa, Warm Hearts" campaign. During the festive season, Southwest would offer complimentary hot chocolate to all passengers, with those over 21 receiving an optional Baileys liqueur shooter to create a spiked version of the beverage. To add a nostalgic touch, each drink would be accompanied by a napkin featuring a sketch symbolizing Southwest's origin story, famously drawn on a cocktail napkin. This promotion blends affordability, holiday cheer, and a sense of nostalgia, evoking warm memories while reinforcing Southwest's reputation as a low-cost airline that delivers exceptional experiences.
As the travel industry continues to evolve, Southwest Airlines recognizes the importance of adapting to shifting market dynamics to maintain its competitive edge—particularly with the rising purchasing power of Gen Z travelers. Our campaign centered around the theme "Plans change, our values don’t," emphasizing Southwest’s commitment to flexibility and customer-first service.
The core idea behind our creative executions and social media strategy was "booking backward"—a concept that reflects how Gen Z travelers prioritize their destination first and consider flights only as a means to get there. For many in this generation, the vacation mindset begins the moment they leave for the airport. They seek a seamless, stress-free experience where the excitement of their trip isn’t overshadowed by the hassle of air travel. However, this expectation is often disrupted by the chaos of navigating airports, tight schedules, and last-minute flight changes.
With this insight in mind, our creative materials highlighted the various destinations Southwest serves while showcasing its flexibility with free flight changes. Our mockups reinforced the idea that choosing Southwest means convenience from the moment of booking, ensuring that travelers can focus on the excitement of their trip rather than the logistics of their journey.
This project aimed to position Southwest Airlines as the preferred airline for cost-conscious, value-driven Gen Z travelers by aligning its offerings with their key priorities: affordability, flexibility, personalized experiences, and digital engagement through platforms like TikTok and Instagram. Given that Gen Z travelers (ages 18-27) are an increasingly influential force in the travel industry, this campaign set clear objectives: increase market share, strengthen Southwest’s social media presence, promote app adoption, and drive growth in loyalty program memberships. By aligning with Gen Z’s travel behaviors and digital habits, this initiative seeks to solidify Southwest’s appeal and foster lasting brand loyalty within this emerging demographic.
The project culminated in an in-person presentation at Southwest Airlines' headquarters, where we had the opportunity to present our research, strategies, and creative solutions to an audience of over 40 members of Southwest’s marketing department. I was the main presenter for my team, walking the Southwest executives and marketing professionals through our findings and campaign proposals.
Following the presentation, we engaged in an extensive Q&A session, where I answered detailed questions regarding our research methodologies, campaign feasibility, and the potential impact of our ideas on Southwest's brand perception. The presentation was well received, with many in the audience expressing enthusiasm for our insights and recommendations.
This experience not only allowed me to apply my strategic thinking and presentation skills in a real-world setting but also reinforced my passion for developing creative marketing solutions that drive connections between brands and consumers.
(Click on the image below to view examples from the project)