Southwest Airlines is now the 4th largest US airline by passengers after American, Delta and United. It carried 151.7m passengers in 2016, with a total of 124.8bn revenue passenger miles. However it operates almost exclusively within the US, with connections to around 100 cities in 48 states. In 2011 it acquired Florida-based rival AirTran Airways, which continued to operate as a standalone brand until the end of 2014. AirTran brought with it a limited "near-international" coverage to the Caribbean, Mexico and Central America. Partly as a result of its concentration on the domestic market, Southwest is also America's most financially stable airline, recording 44 consecutive years of profitability since its launch. It also boasts the highest level of customer satisfaction, with fewer complaints per passenger than any other major US carrier every year for more than 25 years. Southwest launched in 1971 as a low-fare Texas-only carrier connecting the state's three main cities of Dallas, San Antonio and Houston. Founders Rollin King and Herb Kelleher effectively set the mould for "no frills" airlines by eliminating unnecessary services to keep down costs, and avoided "hub and spoke" concentration on major cities in order to make use of smaller and less expensive secondary airports. Over the next 40 years, Kelleher earned a reputation as one of America's most admired CEOs. Revenues for 2016 were a record $20.4bn. Gary Kelly is now chairman & CEO. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 29th March 2017
Adbrands Weekly Update 28th Sep 2017: Ads of the Week: "Behind Every Seat Is A Story". Here's a lovely new "people first" spot for US airline Southwest from longtime partner GSD&M. In an age when airlines around the globe are being accused of an increasingly negligent attitude towards passengers in their race towards the bottom on pricing, GSD&M reverse the tables. The new campaign focuses on the fact that every passenger has his or her own story to tell, so these ads are about us, not about the airline. It's such an obvious angle that it's incredible no other carrier is already doing this. Separately, the week's biggest account transfer was the capture of media for Southwest Airlines by Publicis-owned Spark Foundry. The business moves from long-time incumbent, independently owned Camelot Marketing & Media.
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