SOUTHWEST AIRLINES
BRAND GOAL
three “Passions”
one. Customer Service
two. Affordable Travel Options
three. Following the Golden Rule
(www.southwest-heart.com)
SOUTHWEST AIRLINES
BRAND STATEMENT
“The Heart is our identity—the Heart of
our Southwest Employees enhances the
Customer experience,” said Krone.
“It’s the finishing touch that makes the
Southwest brand unique, demonstrating
that Southwest cares about each and
every Customer. Even on the belly of the
plane, the Heart is a symbolic reminder
that we put our Hearts into every flight.”
(www.southwest-heart.com)
SOUTHWEST AIRLINES
TAGLINE
Without
a Heart,
it’s just a
machine.
At Southwest Airlines, we are on a
journey to spread our Hospitality
and Reliability to the world while
connecting People to what’s
important in their lives.
(www.southwest-heart.com)
SOUTHWEST AIRLINES
BRAND IDENTITY - REBRANDING IN 2014
BEFORE
AFTER
“The Heart is who we are,” Southwest’s Director of Brand Communications, Helen Limpitlaw, explains. “It encapsulates what we offer as
a Company. It’s symbolic of our care, our trust, and our belief in providing exceptional hospitality. The heart itself and the use of it just
feels so right for the DNA of our brand.” Settling on a logo was just
the beginning.
identity by Lippincolt.
included:
- a new aircraft livery
- airport experience
- logo + digital identity
SOUTHWEST AIRLINES
BRAND IDENTITY - COLOR
BOLD BLUE: Spirit of reaching new heights
WARM RED: Passion for helping customers
SUNRISE YELLOW: Exciting new day for Southwest
SUMMIT SILVER: Contemporary energy to take us into the future.
(www.southwest-heart.com)
SOUTHWEST AIRLINES
BRAND IDENTITY - DEDICATED WEBSITE
southwest-heart.com
-dedicated to what southwest brand stands for (and only this).
-includes: launch, heart, plane, people, & FAQ sections
-seperate from www.southwest.com (flight planning and booking)
SOUTHWEST AIRLINES
BRAND IDENTITY - DEDICATED ‘NEWSROOM’ SITE
SOUTHWEST HEART BRAND REVEAL
heart.swamedia.com
- blog-like site which includes news, images, videos, press releases about Southwest’s new ‘heart’ identity
SOUTHWEST AIRLINES
BRAND IDENTITY - DEDICATED BLOG
blogsouthwest.com
“We want to build a personal relationship
between our Team and you, and we need
your participation. Everyone is encouraged to
join in, and you don’t need to register to read,
watch, or comment. However, if you would
like to share photos or videos or rate a post,
among other things, you will need to complete
a profile.” (blogsouthwest.com)
-employee & customer generated
-both positive and negative posts
SOUTHWEST AIRLINES
CUSTOMER BLOG POST
SOUTHWEST AIRLINES
EMPLOYEE BLOG POST
SOUTHWEST AIRLINES
BRAND IDENTITY - THE EMPLOYEE
“With our new look, we’re highlighting our unique Culture, not changing it.
Our Employees make us who we are, and the Heart at the center of our new
design helps us communicate our passions-- providing outstanding Customer Service, offering affordable travel options, and following the Golden Rule.”
(southwest-heart.com)
-Customer service is just as important as other part
of the brand.
-employees are highlighted as friendly, helpful, funny, and personable, breaking the stereotype of a
grumpy/unhelpful flight attendent
-Southwest recognizes their employees as a large
part of their brand and relies on them to produce their
loving, helpful, and friendly image.
SOUTHWEST AIRLINES
BRAND IDENTITY - THE EMPLOYEE
-co-pilot featured on nutsaboutsouthwest.com
-contributes to the blog
SOUTHWEST AIRLINES
-SWA singing the flight safety speach to the tune of
Beyoncé’s - Single Ladies (Put a Ring on It)
-https://www.youtube.com/watch?v=OCwgxr6giHw
-Marty SWA flight attendant
-almost 10,000 subscribers
-https://www.youtube.com/watch?v=95ebmmGA9zM
BRAND IDENTITY - EXPERIENCE
SOUTHWEST AIRLINES
BRAND IDENTITY - EXPERIENCE
SOUTHWEST AIRLINES
SOCIAL MEDIA - TWITTER
USES:
-traditional advertisments & promotion
-mostly images
-inflight photos - happy customers
-customer involvement #SouthwestHeart
and SouthwestHeart Scavenger hunt
-separate images from instagram
#SouthwestHeart
SOUTHWEST AIRLINES
SOCIAL MEDIA - TWITTER
SOUTHWEST AIRLINES
SOCIAL MEDIA - FACEBOOK
-A lot of Videos- evoke emotion
-Promotes the brand, but not traditional advertisments
- 3 types of posts (promotional, brand aesthetic, traditonal ad)
SOUTHWEST AIRLINES
SOCIAL MEDIA - FACEBOOK
SOUTHWEST AIRLINES
SOCIAL MEDIA - INSTAGRAM
-mix of promotions & brand photos
-inflight photos
-more images of non-promotional/traditional advertisments
-gives the mood of the brand
-not usually posted to twitter again
-customer involvement #SouthwestHeart and #SWApic
SOUTHWEST AIRLINES
SOCIAL MEDIA - INSTAGRAM
SOUTHWEST AIRLINES
SOCIAL MEDIA - YOUTUBE
-mostly events, not “produced” ads
-comedic airline attendants, jokes about airline
attendants and airline prices
https://www.youtube.com/watch?v=QlmKK6acZPs
SOUTHWEST AIRLINES
-Imagine Dragons performs inflight
https://www.youtube.com/
watch?v=5Ia15ByVuoY
-Free Popeyes chicken on National Fried Chicken Day
for customers flying southwest
https://www.youtube.com/watch?v=5Ia15ByVuoY
ENTERTAINMENT
Live at 35
Southwest Airlines presents live music in the sky at 35,000 feet.
Out & About
Southwest shows support and interest for music, TV, and film by
conducting interviews with people in the business in-flight.
Local LUV
Southwest sponsors parks and ice rinks in Atlanta, Dallas, Denver,
and New York City.
SOUTHWEST AIRLINES
LIVE AT 35
Surprise live concerts at 35,000
feet!
Some artists include:
-Youngblood Haeke
-Vicci Martinez
-ZZ Ward
-Martin Harley
-The Dunwells
-Eric Hutchinson
-NEEDTOBREATHE
SOUTHWEST AIRLINES
LIVE AT 35 - PRESS
http://www.billboard.com/articles/news/6495258/lifehouse-performs-on-airplane-jonah-keri-grantland-reviews-twitter
http://abcnews.go.com/blogs/entertainment/2013/08/
gavin-degraw-performs-at-35000-feet-on-southwestflight/
http://www.adweek.com/news/advertising-branding/indie-band-sang-about-tennessee-35000-feet-southwestflight-164396
http://www.usatoday.com/story/todayinthesky/2015/04/29/southwest-black-cadillacs-concert/26588551/
http://www.fuse.tv/2015/03/lifehouse-southwest-airlines-performance
http://www.stereogum.com/1787178/innocent-southwest-air-passengers-subjected-to-flash-lifehouse-concert/news/
SOUTHWEST AIRLINES
OUT & ABOUT
-Leadership sponsor & official airline at sundance film
festival
-interviews onboard Southwest flights and at event
SOUTHWEST AIRLINES
OUT & ABOUT ADVERTISING
-Advertisments in Park City during Sundace Film Festival
SOUTHWEST AIRLINES
LOCAL LUV
-Southwest branded venus (Parks and Rinks)
-food and drinks
-live entertainment
-NYC, Denver, Dallas, Atlanta
https://www.southwest.com/html/southwest-difference/community-involvement/sponsorships/all-venues.html#
SOUTHWEST AIRLINES
LOCAL LUV
SOUTHWEST AIRLINES