Once known as an upstart carrier, Southwest Airlines recently launched a new ad campaign that has some airline industry experts wondering if it signals a new direction—and new fees—at the nation’s largest domestic airline.
The new ads, which began airing during the television broadcast of the NCAA playoffs, don’t mention the airline’s most popular appeal—that your first two checked bags fly free and you don’t pay to change flights. The ads also don’t feature funny dialog that slams competitors—a common theme in past Southwest commercials.
Instead, the latest ads are polished and professional and push the message that Southwest is the airline for entrepreneurs and pioneers. “We’re never finished, never satisfied and we never stop looking for a better way,” the ad’s narrator says.
Could it be that Southwest is preparing the public for a big change, such as the introduction of fees to check bags or change reservations?