Source: AdAge; Jon Springer
Nothing makes a vacation sound better than a work meeting about the next work meeting.
Southwest Airlines’ new “Enter Airplane Mode” campaign taps into the moments when everyday aggravation becomes a reason to get out of town—turning a breaking point into what the airline calls a “booking point.”
“Southwest has always connected with people through humor,” Lee Newman, CEO of GSD&M, said in emailed comments. “We hope people laugh, see themselves and go book the trip they’ve been putting off.”
The campaign, launching today (Oct. 5), also offers compensation for the small indignities of digital life. Through “Notification Vacation,” consumers can upload screenshots of their phone notifications in exchange for Rapid Rewards points. Individual awards range from 500 to 10,000 points, subject to eligibility and limits.
Southwest’s research suggests consumers are ready to hear its message. In a company-sponsored survey of 2,001 Americans, 76% reported experiencing burnout, while 34% said they hadn’t taken a trip lasting at least two days in more than a year, the brand said.
“Southwest was built on hospitality and democratized the skies with a maverick spirit that made travel easier for everyone. ‘Enter Airplane Mode’ brings that same spirit to today’s always-on world,” said Sabrina Callahan, chief digital and marketing officer at Southwest Airlines.
