Philadelphia Story

In 2004 Southwest Airlines, started service from Philadelphia International Airport.

Southwest Airlines began service in this location because:1. Philadelphia was the largest market being served by only

one airport. 2. travellers were unhappy about the high fares and poor

customer service provided by US Air.Philadelphia airport - great congestion and frequent delays

Southwest’s intention was to divert significant amounts of traffic from US Air.

occupied 8 gates, with a capacity of at least 80 flights.

Competition and Problems

US Air in danger of a second bankruptcy.

due to merger with America West, US Air was able to maintain a significant presence in Philadelphia.

operating problems

delays were almost as frequent as before and it was difficult to maintain air traffic control

Southwest Airlines’ solutions: to impose their own traffic flow delay program; their planes will wait on the ground rather than in the air.

Advantage in Philadelphia

three sports sponsorship agreements:1. Official Airline of the National Basketball

Association's (NBA) Philadelphia 76ers2. the National Hockey League's (NHL) Philadelphia

Flyers3. Major League Baseball's (MLB) Philadelphia Phillies

Southwest's Philadelphia sports sponsorship agreements include signage, broadcast partnerships, and charitable and community outreach.

free trips on Southwest Airlines for Flyers, 76ers, and Phillies fans.

LaGuardiaAirport La Guardia is used by low cost airlines for domestic,

international and transcontinental flights.

One of the smallest airports in United States of America

Southwest paid US$7.5 million to acquire certain assets from bankrupt ATA Airlines in 2008.

Reason : to acquire the operating certificate and New York’s LaGuardia Airport landing slots formerly controlled by ATA.

Southwest got 14 slots, enough to operate seven takeoffs and seven landings per day at LaGuardia.

New York's LaGuardia landing slots are the company’s first entry into the major market

Facebook campaign - Southwest Airlines and Make-A-Wish Foundation

Goal: Exposure to the networks of users

Core Mechanic: Places Check-Ins for Charity through Facebook Deals

Method: Southwest Airlines donates $1 to Make-A-Wish Foundation for each check-in to an airport served by Southwest.

Impact: Southwest’s fan count was about 991,200 when this promotion started on November 26; now it’s about 1.2 million.

Southwest Airlines on Twitter

you can find typical updates about routes and flight information

funny videos, as the one of a rapping flight attendant

fun and personable

helpful and informative

Blog - Nuts about Southwest

fans and customers can find anything from information and news about the airline to videos, photos, and polls.

Southwest asked their customers what they thought about assigned seating.

their feedback – “if it ain’t broke, don’t fix it” – helped influence the company’s business decisions

communication with customers is a key to building long-term brand awareness, loyalty, and even a bit of fun.

LUV

made "love" its promotional themeflight attendants were dressed in hot pants and go-go

boots to serve "love potions" and "love bites" appealing to the company's clientele of mostly male

business flierspin-up-like images

Advertising campaigns

In 1981, the airline introduced an advertising campaign featuring the theme, "Loving you is what we do"

the airline was found guilty of sex discrimination

stewardesses won the right not to wear hot pants on the job

Bags fly free Campaign

The company does not charge fees for first or second checked bags.