Southwest Airlines has experienced breakthrough success through its unique marketing approach focused on customer service and low fares. It began in 1971 with a goal of getting customers to their destinations on time at the lowest prices while ensuring a good customer experience. Southwest marketed itself as the "LUV airlines" and featured a bright red heart logo initially. Today it serves 72 cities across 32 states and continues investing in customer service through amenities like free bags and onboard Wi-Fi.