by Danielle Oster
Source: www.mediapost.com, July 2024
Southwest Airlines is meeting younger consumers where they are at: TikTok
The airline has launched a “shoppable flights” program allowing TikTok audiences to book right from their favorite social app.
To promote the “shoppable flights,” Southwest teamed up with agency GSD&M and ten different TikTok creators based in key markets for the airline including Austin, Chicago, Hawaii, Las Vegas, Orlando and San Diego.
These creators worked with the brand to share unique content, featuring a “book now” button allowing viewers on TikTok to book their flights directly from these engagements for the 14 weeks it is running.
A campaign teaser showcases the booking feature and content with TikTok creators including “TheHockeyGuys,” “JoshVFX” and “snowboardjesus.”
“We’ve seen the power of influence at work with our Customers and Employees and see the value that comes from our partnerships,” Southwest Airlines Director of Brand and Content Julia Melle said in a statement.”
Southwest will offer the unique TikTok booking experience for audiences on the platform through October 14.
The airline also recently introduced a “Summer of Go” sweepstakes. The promotional contest offers those who enter a weekly chance to win one of ten destination prize packages to enticing vacation destinations.
Southwest also just announced a partnership with the National Park Foundation, the National Park Service’s official charitable partner dedicated to protecting and enhancing America’s National Parks.
‘The airline made its Bozeman, Montana flight — located between Yellowstone National Park and Glacier National Park– its “Summer of Go” destination for this week.
To celebrate the partnership, Southwest will also be hosting an experiential popup event for select flights from Denver to Bozeman and Fresno, California (located near Yosemite, Kings Canyon, and Sequoia National Parks), featuring National Park trivia and promotional giveaways.
These include a co-branded Southwest and National Park Foundation reusable water bottles and “America the Beautiful” passes providing entrance and amenity fees for participating federal recreation and national park sites for a full year.
“The National Park Foundation’s focus on engaging people with America’s national parks aligns with Southwest’s legacy of making air travel affordable and giving people the freedom to fly,” Southwest Airlines managing director, corporate responsibility,” Laura Nieto said in a statement.
The campaign arrives as Southwest faces ongoing challenges this year. In April, the airline announced a series of layoffs and the shuttering of its operations at four airports, largely due to ongoing issues with aircraft manufacturer Boeing.
More recently, Southwest has faced scrutiny for safety issues being investigated by the Federal Aviation Administration, and cans of soda have exploded on Southwest flights due to summer heat.
On an earnings call with investors in April, Southwest Airlines president and CEO Ben Jordan said the airline would be making “additional network adjustments to specifically address underperforming markets and adjusting capacity,” while “enhancing revenue performance in the intermediate term through marketing and revenue management efforts,” and alluded to “major marketing efforts” on the horizon “to drive demand and loyalty.”
