Dive Brief:
- In a bold move, Southwest Airlines is **embracing change** with the introduction of assigned and premium seating—policies it historically avoided. This shift is being highlighted through a fresh ad campaign, **”Are You Sitting Down?”** shared exclusively with Marketing Dive.
- The campaign features amusing scenarios where consumers erupt in **exuberant celebration** following the announcement of assigned seating. The ad cheekily wraps up with a bar patron exclaiming, **”I can’t believe nobody’s ever thought of this before!”**
- By making this strategic pivot, Southwest aims to **attract travelers** who were previously deterred by the airline’s traditional first-come, first-served seating approach, all while reinforcing loyalty among its existing fanbase. This balancing act is crucial, given Southwest’s **cult status** cultivated over decades.
Dive Insight:
Implementing assigned seating represents a considerable shift for **Southwest’s brand identity**. Yet, the new ad campaign argues that this change is not as alarming as it may seem. In a series of humorous visuals, everyday folks react with **over-the-top excitement**—smashed watermelons in grocery stores and dramatic leaps over office desks while chanting, **”Assigned seating!”**
This light-hearted touch could be pivotal in **winning over consumers** who are generally dissatisfied with the travel industry. According to recent studies, delivering a stellar passenger experience is vital for cultivating loyalty. In fact, **81%** of travelers who report an exceptional experience say they will **”definitely”** choose the same airline again, a stark contrast to just **4%** among those who deem their experience poor, as noted by J.D. Power.
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This vibrant marketing push—which is rolling out over TV, online video, and social media—hits the airwaves just in time for the summer travel season. However, **rising costs** have led many consumers to reconsider their vacation plans, as reported by CNBC.
Designed by **GSD&M**, Southwest’s long-time creative partner, the **”Are You Sitting Down?”** campaign tackles the reality that many potential passengers have historically found the open seating policy overwhelming. Research indicates that **about 80%** of travelers expressed a preference for assigned seating, according to findings shared by the airline itself. Yet, it’s important to acknowledge that many loyal customers are **drawn to Southwest’s quirky charm** within a largely uniform airline industry.
Southwest CEO **Bob Jordan** expressed confidence about the policy shift at a recent industry conference, stating, “I don’t worry about customer defection, I don’t worry about the execution of the initiatives, or the consumer not understanding them, because they’re industry-standard.” He emphasized that Southwest is not venturing into “crazy” or “unique” territory, which helps mitigate the associated risks.
While the exact launch date for assigned seating remains uncertain, Southwest has hinted at the policy becoming available for booking in the **second half of this year**, with initial flights expected to follow early next year. Reaction from Southwest fliers has been **mixed**, which is a common response when overhauling such a signature policy, as detailed by CBS Austin.
In addition to the changes in seating policy, Southwest recently **increased fees on checked bags** and revamped certain aspects of its rewards systems. In a March announcement, the airline declared that these updates aim to **”deepen and reward loyalty”** between Southwest and its most committed customers. These strategic adjustments come after a **period of financial struggle** for the airline, and as tariffs are projected to impact travel demand further, as highlighted in recent reports by Yahoo Finance.
