Southwest Airlines Co. has launched a new brand campaign, “Enter Airplane Mode,” encouraging travelers to step away from the pressures of everyday life as constant notifications, crowded schedules, and always-connected routines contribute to growing levels of burnout.
A Southwest-sponsored survey found that 76% of respondents said they are experiencing burnout, while 68% said taking a trip could help them regain control of their time. Southwest is positioning its flexible travel policies, including no change or cancel fees, its extensive domestic network, and its Crew and hospitality as ways for customers to turn the need for a break into an actual vacation.
Sabrina Callahan, Southwest Airlines’ senior vice president and chief digital and marketing officer, said the airline has historically helped make travel more accessible and that the new campaign is designed to encourage people to recognize the signs of burnout and use that realization as motivation to plan a trip.
The campaign goes beyond simply encouraging customers to travel through a digital initiative called “Notification Vacation.” The program is designed to help people turn the distractions of their constantly connected lives into an incentive to take time away.
Through an interactive online experience, customers can upload a screenshot showing the notifications on their device’s homepage and receive Rapid Rewards points. The concept transforms the constant stream of digital alerts into a travel-related reward while reinforcing the campaign’s message that a much-needed break could be within reach.
Customers can also participate in a Burnout Quiz, which is designed to help them assess their level of burnout and discover ideas for a relaxing getaway. Combined, Notification Vacation and the Burnout Quiz provide an opportunity for customers to earn more than 185 million Rapid Rewards points in total, subject to applicable limits for individual Rapid Rewards members.
Campaign Brings Everyday Burnout to Life The “Enter Airplane Mode” advertising campaign was directed by Hollywood filmmakers Will Speck and Josh Gordon and features the voice of actor Adam Scott. His association with a recent workplace-focused television series adds a timely element to the campaign’s message about stepping away from work and reconnecting with life outside the office.
Created in partnership with advertising agency GSD&M, the campaign begins with familiar sources of modern-day stress, including overloaded calendars, back-to-back meetings, crowded commutes, and the constant demands of digital connectivity.
Southwest is also collaborating with creator agency Later and media agency Spark Foundry as part of a broader 360-degree marketing campaign designed to extend the message across multiple channels.
Southwest Continues Enhancing the Travel Experience The campaign comes as Southwest continues to make changes intended to simplify and improve the customer journey. Recent initiatives include updates to the airline’s boarding process and assigned seating, along with investments in onboard connectivity.
Rapid Rewards® Members can access complimentary WiFi through T-Mobile, while Southwest has also introduced Starlink connectivity, which the airline describes as the fastest WiFi in the sky.
Together with its flexible travel policies, broad U.S. network, and customer-focused hospitality, Southwest says these enhancements are intended to make it easier for travelers to disconnect from everyday demands, take a break, and ultimately “Enter Airplane Mode.”
Click here to know more.
