Southwest Airlines Company: Must Be Football Season campaign
Mark LaneOVERVIEW
Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small-airport, ticketless model across the country. In doing so it changed the airline industry, forcing full-service carriers to match its low fares even though they could not afford to do so. As Southwest expanded in the 1990s, so did its advertising budget. Having begun full-scale national branding work in 1996, Southwest became a National Football League (NFL) sponsor in...