Wall Street Journal: Southwest Airlines Launches ‘Transfarency’ Campaign

By: Susan Carey, Oct. 8, 2015

Southwest Airlines, a year after introducing a new paint job and brand identity, on Thursday said it is rolling out a new ad campaign that focuses on its low-fare credo and its lack of bag fees, change fees or hidden fees for passengers.

The move comes a week before Southwest opens a new international concourse at Houston’s William P. Hobby Airport and begins offering flights to six Latin American and Caribbean destinations from that city. Read more here.

Chicago Business Journal: Southwest Airlines is now all about “Transfarency”

By: Lewis Lazare, Oct. 8, 2015

The age of “Transfarency” has begun at Southwest Airlines. The newly-minted word is at the heart of a new Southwest Airlines (NYSE: LUV) ad campaign from the GSD&M ad agency in Austin, Texas, that starts today.

New TV commercials, print, and digital components in the massive advertising push will talk about a theme that has long been tied to Southwest — its transparent ticket pricing structure. Read more here.  

MediaPost: Southwest Challenges Industry With ‘Transfarency’ Ads, Microsite

By: Thom Forbes, Oct. 9, 2015 

Calling for “Transfarency,” a new Southwest Airlines ad campaign flies squarely into the prevailing winds of its competitors’ penchant for squeezing a buck out of just about every passenger touchpoint. “Transfarency means we don’t dream up ways we can trick you into paying more,” says the voiceover on the first :30. “Low fares. Nothing to hide. That’s Transfarency,” is the tagline. Read more here.