Positioning a Hometown Carrier as thee Go-To Airline
The Problem
Southwest Airlines was overlooked by California locals despite its strong community connections. They needed a solution to boost awareness and visibility among local travelers.
Agency / Client
AMP / Southwest Airlines
Key Objectives
• Position Southwest as a relevant hometown carrier
• Target 18-34 year old flyers in the state of California
• Celebrate food, friends, travel and culture
My Role
As lead designer and art director, I drove creative initiatives and managed all creative collateral from concept to execution, including overseeing the final video edit and post-event strategies.
Challenges
Managing the dynamic and evolving aspects of this comprehensive project, which expanded weekly due to increased client investment.
Assisting our video team in capturing footage that aligned with our vision.
Acting as a customer service rep for Southwest while on set.
How it Worked
Event
Promotion
Lead
Generation
Invites +
Day of Food Tour
Program
Awareness
Footage Strategy
We leaned on sketches to guide our fun and lively vision, emphasizing the experience over the food.
Prize Package
All of our participants were gifted an exclusive prize package to help make for an exceptional branded experience.
Event Promotion
Curated imagery from our photography selections was shared across diverse social media channels and tailored to different post styles.
Outcomes
Our outreach strategy proved highly effective as 25,000 California residents signed up to earn a spot on our tour.
Social media impressions were performing well, but the onset of the pandemic disrupted our rollout, resulting in the loss of all trackable metrics along with my job :(
My Key Takeaways
New project types are a blast and offer up refreshing opportunities to learn.
Teamwork is key and being surrounded by smart and driven people makes everything so much more fun.
Being adaptable and resilient allows you to bounce back quickly when things don't go as expected.