Southwest Airlines Launches ‘Go With Heart’ Brand Campaign

Written by Southwest Airlines

Carrier highlights points of difference, flexible policies, and ongoing efforts toward Customer Modernization for an enhanced onboard experience

Southwest Airlines Co recently launched a new brand campaign, “Go with Heart,” showcasing the carrier’s points of difference, including bags fly free®,1 no change or cancellation fees, 1 points don’t expire, 2 and flight credits don’t expire. 3 The campaign reinforces that Southwest® stands for low fares, flexible policies, and unmatched Hospitality, delivering Customers an enhanced experience when they travel on the airline with Heart.

“Serving our Customers is at the core of what we do at Southwest Airlines, and we know that having flexibility is top of mind for our Customers when they’re planning travel,” said Bill Tierney, Vice President, Marketing & Digital Experience at Southwest Airlines. “‘Go with Heart’ is inspired by what makes Southwest stand out from the competition—our outstanding Employees, Legendary Customer Service, and flexible differentiators. We’re here to connect Customers with what’s important to them by making travel easier with less anxiety, and through this campaign, we’re also emphasizing our continuous commitment to improving the Customer Experience. When Customers go to book their next trip, they can do so without hesitation knowing Southwest has generous and flexible policies coupled with legendary hospitality—they can ‘Go with Heart’ by going with Southwest.”

This year, Southwest introduced a series of planned upgrades to the travel experience, including enhanced WiFi,4 new in-seat power, larger overhead bins, Upgraded Boarding self-service, as well as additional new self-service capabilities and onboard products designed to enhance the value of traveling with Southwest and simplify the overall travel experience.

The “Go with Heart” campaign launched October 10th with four commercial placements across multiple platforms, including broadcast and cable TV, streaming services, social media, and movie theaters. Each commercial showcases Customer stories and how Southwest’s points of difference display the carrier’s Heart for Customers.

1At Southwest, there are no change fees (fare difference may apply), no cancellation fees (failure to cancel a reservation at least 10 minutes prior to scheduled departure may result in forfeited travel funds), and bags fly free (first and second checked bags, weight and size limits apply).
2Rapid Rewards® points do not expire. Should a Member close its account, the points in the account will be terminated.
3Flight credits for non-refundable fares will be issued as long as the reservation is canceled more than 10 minutes prior to the scheduled departure. Flight credits unexpired on, or created on or after July 28, 2022, do not expire and could show an expiration date (Dec. 31, 2040) until systems are updated. A flight credit with an expiration date on or before July 27, 2022, has expired in accordance with its existing expiration date. See My Account for flight credit expiration dates, if any.
4Due to licensing restrictions, on WiFi-enabled international flights free live TV may not be available for the full duration of the flight.

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Southwest Airlines

At Southwest®, everything we do—from our smiling People to our policies—is designed to let you go with Heart. No matter what comes up in your travels, we’ve got your back. Because while any airline can fly you, only Southwest lets you go with Heart.