Southwest Wants You to Put Your Phone Down and Go Somewhere

Southwest Airlines launched a new brand campaign this week called "Enter Airplane Mode," built around a Southwest-commissioned survey that found 76% of respondents reporting burnout and 68% believing a trip could help them regain control of their time. The spots, directed by Will Speck and Josh Gordon and voiced by Adam Scott, lean into the idea that disconnecting is the actual product being sold, not just the flight.

A companion promotion called "Notification Vacation" converts a traveler's phone notifications into Rapid Rewards points, and a "Burnout Quiz" hands out points and travel inspiration. Sabrina Callahan, Southwest's chief digital and marketing officer, said the goal is to turn that moment of exhaustion into "their booking point." The campaign was built with agency GSD&M, alongside Later and Spark Foundry.

It is a tidy pivot for an airline that spent the last few years defending its operations after very public meltdowns: instead of promising flights that run on time, Southwest is now promising an escape from the thing making you miserable in the first place, which happens to also require buying a plane ticket.

Source: PR Newswire

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →