A Southwest Airlines jetliner heads down the runway for takeoff from Denver International Airport, Tuesday, Dec. 27, 2022, in Denver. (AP Photo/David Zarbowski)
Southwest Airlines has hired Denver's sports mascots Dinger, Rocky and Barney to help with a new marketing campaign highlighting flexible policies regarding baggage, change and cancellation fees and reward points.
The Dallas-based airline launched a national promotional campaign called “The Big Flex” last week, unveiling ads and billboards in Denver on Monday. The Denver-focused ad features Dinger of the Colorado Rockies, Rocky of the Denver Nuggets, and Bernie of the Colorado Avalanche.
With a bit of good timing, the Southwest's local campaign began as the Nuggets won the first round series of the NBA Playoffs and the Avalanche shut out the NHL's first round to advance to the Stanley Cup Playoffs. A video spot featuring the team mascot was filmed at Denver International Airport.
“They celebrate their sponsorship relationships with the Colorado Avalanche, Denver Nuggets and Colorado Rockies and utilize their mascots in a humorous way,” said Jonathan Clarkson, vice president of marketing for Southwest.
Southwest Airlines' Denver marketing campaign for the summer travel season includes a video that follows travelers who encounter Rocky, St. Bernard dogs Barney and Dinger as they pass through DIA to board their flights. ing. Each mascot will also star in individual spots.
The role of three local mascots in 'The Big Flex' campaign focuses on South West policies such as two free checked bags per passenger.
Other ads tout that Southwest Airlines charges no fees for changes or cancellations and that the airline's reward points never expire. In case of cancellation, notification must be given at least 10 minutes prior to departure.
Clarkson said Southwest Airlines is focused on increasing its share of travelers in Denver, where it flies the most. The airline operates 316 daily flights to nearly 100 destinations and has 40 gates at the airport.
“Denver is a large employee base for us. We have approximately 7,000 employees working there,” Clarkson said.
Southwest Airlines recently announced a reduction in the number of flights out of Denver. Southwest Airlines announced it will suspend service to four airports starting in August and reduce service to Chicago O'Hare International Airport and Hartsfield-Jackson Atlanta International Airport. The airline said the job cuts were due in part to challenges caused by Boeing aircraft delays and lower-than-expected first-quarter profits this year.
Clarkson said the new marketing campaign is “very focused” on what sets Southwest Airlines apart. He said research shows people want flexibility when they fly and get frustrated when things are inflexible or they feel “bored.”
Southwest Airlines is repeating its policy for existing customers, targeting younger travelers (millennials and Gen Z) who are starting to make up the majority of airline passengers.
The airline's share of the Denver market in 2024 will be 32.3%, second only to United Airlines' 48.8%.
Southwest is building a 100,000 square foot supply and ground support equipment maintenance building and a 30,000 square foot cargo facility in Denver. Both he plans to open in 2025.
