Southwest Airlines: New Content Project Work

1. NEW BUSINESS PITCH BRIEF
SOUTHWEST AIRLINES
CONTENT PROJECT WORK

2. OVERVIEW
Southwest Airlines, the world’s largest low-cost airline best known for its continental U.S. flights, is conducting a digital
agency review as it expands its business into additional international markets. Currently the airline serves more than 90
destinations in 40 states, including North American destinations in the Caribbean and Mexico.
"As we move further into the international space, we're looking for an agency with both consumer and digital experience in
international," said a Southwest spokeswoman.
The scope will include a broad range of digital marketing duties, but it likely won't include media, according to people familiar
with the matter.
VML, the shop's current digital agency of record, will not participate in the review, according to the Southwest
spokeswoman. "We've enjoyed partnering with VML for more than seven years, and effective January 1, VML will no longer
be part of the Southwest family of agencies, which include TBWA/ChiatDay." WPP's VML worked on various projects over
the years, including digital creative work and the Southwest iPhone app.
Publicis Groupe's Razorfish also has supported digital marketing for the Dallas-based airline for nearly a decade. The
full-service digital marketing agency, which is used primarily by Southwest's technology team, as opposed to its marketing
team, will participate in the request for proposals, according to the airline's spokeswoman.
Most recently, Razorfish handled some digital work on the airline's "Transfarency" campaign that emphasized its low rates
and transparent costs. Another Southwest creative shop, Omnicom's GSD&M, was behind that push.
Razorfish also fielded the design of the Southwest microsite amidst a massive rebrand the airline conducted late last year.
The effort, which emphasized the airline's heart and the hospitality of its employees, included a new campaign, tagline,
in-airport signage and airplane aesthetic.

3. BACKGROUND SUMMARY
Southwest commenced service on June 18, 1971, with three Boeing 737 aircraft serving three Texas cities:
Dallas, Houston, and San Antonio.
The Company ended 2014 serving 93 destinations in 40 states, the District of Columbia, the Commonwealth of Puerto
Rico, and five near-international countries including Mexico (Cancun, Mexico City, and Cabo San Lucas/Los Cabos), Jamaica
(Montego Bay), The Bahamas (Nassau), Aruba (Oranjestad), and Dominican Republic (Punta Cana). Southwest’s launch of
international service occurred on July 1, 2014, with service to Montego Bay, Nassau, and Oranjestad.
The company also launched service to Cabo San Lucas/Los Cabos and Cancun on August 10, 2014, and to Mexico City and
Punta Cana on November 2, 2014. The Company has announced plans to add its first and second destinations in Central
America by adding Southwest service to San Jose, Costa Rica beginning in March 2015 and to Belize City, Belize beginning
in October 2015, each subject to government approval. Southwest has also announced plans to expand service to Puerto
Vallarta, Mexico in June 2015, subject to government approval. As of December 31, 2014, Southwest operated a total of
665 Boeing 737 aircraft.
As stated by Southwest Airlines’ CEO Gary Kelly in a recent interview released by Fortune, the best opportunities for
expansion and profits are in long-haul business travel. This is the biggest, fastest-growing segment in U.S. air travel, and the
one in which Southwest is a relatively small presence (long-haul is dominated by legacy carriers which Southwest beats in
every other segment).
http://fortune.com/2015/09/23/southwest-airlines-business-travel/
http://fortune.com/2015/09/23/southwest-airlines-business-travel/
http://fortune.com/2015/09/23/southwest-airlines-business-travel/

4. MARKET SHARE
AS THE DOMINANT DISCOUNT AIRLINE, SOUTHWEST NOW MOVES A FIFTH OF ALL U.S. PASSENGERS
700 MILLION
600
500
400
300
200
100
0
MARKET
SHARE (%)
2005
U.S. DEPARTMENT OF TRANSPORTATION
2014 2014
SOUTHWEST
SOUTHWEST20.0
18.0
17.6
9.8
4
DELTA
A.A.
UNITED
JETBLUE
OTHER

5. OVERLAP
3.4%
2.8% 4.7%
2.9% 5.1%
5.4%

6. Business travelers are mostly married male, with a college education. Thirty-four percent of them
fall within the age range of 25-34, closely followed by the elder range (45-54) which gathers the
32% of the target.
AUDIENCE ANALYSIS
SOUTHWEST AIRLINES TARGET: BUSINESS TRAVELERS
STATUS
Married (59%)
INCOME
$40K - $70K (45%)
GENDER
Male (56%)
FAMILY
With Kids (50%)
AGE
25-34 (34%)
EDUCATION
College (66%)

7. Top 10 Psychographics
These young male travelers are very tech-friendly, with Techies as their second most relevant trait (159 Rel) after Travel, and
they are Netizens. The first trait indicates an audience following technology trends and news, while the second tells us this is an
audience that uses the internet to shop, communicate and fulfill daily tasks.
Another relevant trait, gathering 31% of the target, is Politics. This group is politically active and hold strong opinions, according
to the high popularity of the Political Activists sub-segment.
They are also art appreciators, extending their aesthetic sensibilities to their living spaces (home decorators & diy) as well as
their personal looks, where they pay a lot of attention to details by carefully selecting their accessories (accessories addicted).
POPULARITY
3482514
16.03%
REACH
2.33% 8.97% 23.56% 31.57%
191
DESIGN LOVERS
MUSIC LOVERS
NETIZES
PUBLIC FIGURES
FOLLOWERS
TECHIES
GAMERS
ENTERTAINMENT
JUNKIES
SPORTS LOVERS
ART
APPRECIATORS
PET LOVERS
POLITICALLY
ACTIVE
TRAVELERS
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Travelers
Techies
Motor Lovers
Home Decorators &...
Politically Active
Netizens
Art Appreciators
Fashion Lovers
Foodies
Beauty and Wellne...
18.40%
26.72%
15.76%
15.78%
31.57%
9.79%
5.80%
26.86%
28.27%
16.60%
191.92
167.27
168.2
157.07
136.76
146.14
149.66
120.92
118.74
126.29
171.61
159.44
154.14
146.73
141.15
134.71
132.49
128.6
127.77
126.75
HOME DECORATORS
AND DIYs
BEAUTY & WELLNESS
AWARE
PARTY GOERS
OUTDOOR
ENTHUSIASTS
FASHION LOVERS
FOODIES

8. Top Psychographics
POLITICS
# NAME REACH POPULARITY RELEVANCE
2
3
4
1 Political Activists
Local Participants
Social Activists
Passive Civics
11.61%
4.51%
1.07%
25.71%
168.63
114.97
93.39
14.15
151.33
107.37
83.72
56.9
FASHION
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Accessories Addicted
Fashion Enthusiast
Swayable Shopaholics
Trendy
Sporty Stylists
Classic Fit
Personal Style
Fashion Disconnects
2.16%
3.80%
4.77%
7.16%
4.33%
4.75%
4.88%
21.17%
185.12
163.82
161.23
112.9
73.17
68.4
63.18
13.24
148.97
138.66
138.64
109.75
79.2
76.72
73.45
54.05
7
8

9. INSIGHT
In terms of print and online media, Lifestyle magazines are an ideal way to establish a connection with this target by
tapping into their passions, and newspapers are still the most relevant medium for getting business news. Websites
come in a close second as a news source for business travelers.
Business travelers are something of an anomaly in their media preferences, since even though they are highly
tech-savvy, they also frequently enjoy print media. This is likely due to airline restrictions on internet access
during flights. However, when on land, this group is highly active online, especially on rewards program websites.
Rewards program websites are high in reach and penetration for this group. They’re not only frequent travelers,
they’re savvy travelers ready, willing and able to exploit online deals. This group does substantial research to get
the best value while having the best experiences by following websites about rewards program and
city-exploring like Jetsetter and Gilt City. Also popular are restaurant booking and review websites. This group
has sophisticated palates and also enjoy a special passion on wine.
They primarily explore their passions for food, wine, travel and style through Magazines, the fourth medium by
relevance but second by popularity. Among them, Lifestyle Magazines about motors, business and style are the
ones reaching broader shares of the audience, such as New York Magazine, Uncrate, and Men’s Journal.
MEDIA USAGE

10. MEDIA USAGE
top visual art & design
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Newspapers
Websites
TV
Magazines
Apps
Radio
12.93%
89.41%
43.57%
32.98%
45.33%
23.98%
187.73
148.00
145.55
150.09
117.94
116.31
165.14
163.49
151.20
150.58
133.33
124.19
POPULARITY
147166116131
40.31%
REACH
3.93% 20.76% 63.02% 89.41%
187
TV
MAGAZINES
APPS
WEBSITES
NEWSPAPER
RADIO

11. REACH relevance
10061233.89%2.92%1.95%0.97%<0.01% 139 177
Marriott Rewards
Hilton HHonors
Starwood Preferred
The Points Guy
Jetsetter
Visit Costa Rica
Gilt City
Visit California
Hipmunk
Visit Orlando
FAVORITE travel websites
MEDIA USAGE
FAVORITE WEBSITE
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
1 Business
Travel
Technology
News and Search engines
Politics
Food
Health
Education and Culture
Gossip
16.11%
28.12%
15.27%
32.45%
11.77%
23.05%
10.50%
23.16%
3.40%
197.56
185.97
189.41
167.25
164.38
152.37
157.2
135.3
161.04
173.94
172.52
167.95
161.82
148.64
147.77
142.74
136.44
135.99

12. Rewards programs including exclusive offers regarding destination-specific leisure activities such as fine-dining, drinking and
parties could lead to increased perceived-value. Moreover, the airline could benefit from partnerships providing discounts for
ground transportation in their destinations.
A business travel app, linked to southwest’s leisure one, could ease the separation between business expenses and personal
expenses and be a decisional factor.
83% of respondents use time on business trips to explore the
city they’re visiting.
Nearly half of respondents (46%) add personal travel days to
business travel every trip or to most trips.
More than half (54%) of travelers that take bleisure trips
bring their family members or significant other with them
94% of younger travelers are “more than” o “equally” likely to
take a bleisure trip in the next five years - significantly higher
than the worldwide average.
BUSINESS OPPORTUNITies
BLEISURE
INSIGHT
Business travelers want to enjoy the trip as much as they can by leveraging the limited time they have reserved for
non-business duties. This type of travel is commonly called bleisure.
83%
46%
54%
94%
https://www.southwest.com/mobile/
https://www.southwest.com/mobile/
https://www.southwest.com/mobile/

13. Given the behavior of the audience, easing and enhancing the “travel experience” could be a winning strategy. Premium services
and exclusive activities while traveling are perceived as important pluses for an audience who doesn’t limit their visits to
business duties.
As previously noted, this group finds and decides on their dining, drinking, and recreation options online. They make wide use of
services like Jetsetters, UrbanDaddy and Restaurants.com. Moreover, mobility seems to be a major concern for this target,
which leverages Mobile apps for services like Uber and Lyft and MyTaxy, to move inside the city as alternatives to traditional car
rental services like Zipcar and the high penetrating Avis (14.5% penetration).
In addition to the findings above, a WEXinc study suggests that millennial business travelers (top cohort) seek to manage
business tasks and personal activities while traveling. Going in this direction, a mobile app capable of keeping separate expense
records could win over this audience who blends business with leisure.
BUSINESS OPPORTUNITies
global business travelers aged 18-34 are interested in using their mobile device to:
67% Find nearby stores, reataurants, service providers, etc, via GPS navigation tools.
64% Separate business expenses from personal expenses
62% Keep track of loyalty/rewards points or other benefits for their credit cards.
60% Keep track of payments and expenses
61% Coordinate business meals, local travel, etc.
59% Record or image receipts

14. TOP app GENRES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Travel
Lifestyle
Finance and Business
Food and Drink
Utilities
Navigation
Entertainment
Social Networking
Health and Fitness
News
4.35%
4.59%
1.34%
3.31%
8.08%
1.25%
3.85%
15.94%
1.03%
0.76%
197.29
182.12
193.33
181.56
170.47
183.4
163.03
126.79
156.6
147.71
161.98
152.27
151.57
149.48
149.19
144.57
138.21
126.65
125.64
118.14
REACH popularity
1005002.50%1.50%1%0.50%<0.01% 150 200
Uber
Lyft
HotelTonight
TripIt
GasBuddy
Gogobot
Roomer
ibis
mytaxi - The Taxi App
OffMetro NY
TOP 10 travel apps
BUSINESS OPPORTUNITies

15. In terms of aesthetics, authoritative colors such as black can denote seriousness, while gold is a classic symbol of
luxury.
Content should be written with a balance of professionalism and a sense of sophisticated fun, with a minimal,
modern design, similar to GQ. Products and partner services should be presented as having premium quality,
and offer exclusive discounts reserved for members (this is a group that enjoys its frequent-flyer privileges).
Articles posted on social media channels and newsletters about destination-specific restaurants, culture, art, and
curiosities will grab their attentions.
As reported in the 2014 “Bleisure Report” by BridgeStreet, for many business travelers, “bleisure” is a way of life
and 96 percent of respondents believe they gain cultural experience/knowledge through bleisure trips.
Improving lifestyle is a major concern for this group, which we see by the types of content they consume.
Looking at the top magazines, we notice that the vast majority of content is presented in a professional,
authoritative way, even if the matter of discussion wouldn’t require it. Many of them present minimal black and
white logos and extend this aesthetic choice also to their visual content.
Moreover, analyzing this target’s favorite website, we uncover a passion for premium quality products at
affordable prices. A clear example of this trend is the Gilt deal website, present for both male and female
audiences in this segment.
CREATIVE INSIGHTS
INSIGHT
This audience appreciates great deals and luxury, business travel and leisure activities. They like to save a buck so
they can spend it where it counts (on fine wines most likely). Southwest airlines has an opportunity here if it can
shape the perception if its brand as able to improve the lifestyle of this target segment.
http://skift.com/wp-content/uploads/2014/10/BGH-Bleisure-Report-2014.pdf
http://skift.com/wp-content/uploads/2014/10/BGH-Bleisure-Report-2014.pdf
http://skift.com/wp-content/uploads/2014/10/BGH-Bleisure-Report-2014.pdf
http://skift.com/wp-content/uploads/2014/10/BGH-Bleisure-Report-2014.pdf
http://skift.com/wp-content/uploads/2014/10/BGH-Bleisure-Report-2014.pdf

16. CREATIVE INSIGHTS
TOP app GENRES TOP entertainment website
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 New York Magazine
Uncrate
Men's Journal
Esquire
GOOD
Chicago Magazine
dot429
Intelligent Life magazine
O, The Oprah Magazine
Instinct Magazine
0.78%
0.40%
0.18%
0.31%
0.50%
0.21%
0.09%
0.06%
0.19%
0.16%
190.44
191.26
195.75
192.37
188.79
190.22
193.81
194.2
184.9
185.53
146.75
144.29
144.22
143.93
143.6
141.01
140.74
139.97
137.17
137.02
POPULARITY
134142120127
2.03%
REACH
0.97% 1.50% 2.56% 3.09%
151
LIKEACOUPON.COM
WIMP.COM
BARKBOX
XFINITY
DEALDASH
REFINERY29
EBAYGILT.COM
NOMORERACK
GROUPON

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on this target and
its competitors
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