Behind Every Seat Is A Story: Southwest Airlines Launches Next Phase Of Transfarency Consumer Campaign

Carrier celebrates Customers and underscores core values such as low fares

Southwest Airlines Co. (NYSE: LUV) is reminding Customers that they are at the core of the carrier's purpose: to connect People to what's important in their lives through friendly, reliable, and low-cost air travel. Yesterday, Southwest debuted its latest advertising campaign, called Behind Every Seat is a Story: Behind Every Story is the Reason for Transfarency, working with agency partners GSD&M in Austin, Texas. This campaign showcases unique stories inspired by Customers and their reasons for flying. Southwest simultaneously launched a microsite that will host as many as 175 individual stories. The 175 stories allude to the number of seats on the new Boeing 737 MAX 8 aircraft Southwest is introducing into its fleet.

"At Southwest Airlines, our Customers are the reason we fly," said Ryan Green, Vice President and Chief Marketing Officer at Southwest Airlines. "This campaign is an opportunity for us to remind the world that there is a personal reason someone chose to fly Southwest Airlines with our low fares, no hidden fees, and exceptional hospitality. We're honored and pleased to tell stories inspired by the more than 115 million people who fly Southwest Airlines every year."

The campaign kicked off with an ad, "Vignette," yesterday during Sunday‘s football games on NBC, CBS and FOX, as well as with additional spots running on digital including, "New Parents," "Coach," and "Grandma."

A few of the approaches through which the campaign comes to life on TV and online:

  • Viewers will recognize real Southwest Employees.
  • A microsite,, offers a place for Customers to learn more about the campaign and read unique Customer stories.
  • Opportunities, such as Traveling Seats, which will be present at some Southwest partnership locations throughout the fall, seek to surprise and delight Customers with opportunities to share their reason for travel.

The Transfarency campaign launched in 2015 and focused on the carrier's low-fare message and newly refreshed livery and interior. The 2016 campaign launched in two phases including the renewal of Wanna Get Away and YES, which emphasized what it feels like to hear yes rather than no. The 2017 campaign builds on Transfarency through the emotional telling of Customer stories. Interior airplane shots highlight the MAX 8, the future of Southwest Airlines air travel, as the carrier adds more planes and more destinations to its service footprint.

Southwest celebrated the launch of the Behind Every Seat is a Story campaign yesterday through Adventure Getaway by Southwest Vacations®. This unique opportunity gave ten People in Southwest cities the chance to win a trip through a scavenger hunt. The goal was to remind Customers of the combination only Southwest offers of low fares, no change fees, up to two bags that fly free*, incredible Hospitality, and an ever-expanding network.

*There are no change fees, though fare differences might apply; first and second checked pieces of luggage, size and weight limits apply; free live TV where available for a limited time.


In its 47th year of service, Dallas-based Southwest Airlines (NYSE: LUV) differentiates itself above all other air carriers with exemplary Customer Service delivered by more than 55,000 Employees to more than 115 million Customers annually. Southwest became the nation's largest domestic air carrier in 2003 and maintains that ranking based on the U.S. Department of Transportation's most recent reporting of domestic originating passengers boarded. Southwest operates more than 4,000 departures a day during peak travel season among a network of 99 destinations in the United States and nine additional countries. Service to Turks and Caicos begins Nov. 5, 2017.

Southwest coined Transfarency® to describe its purposed philosophy of treating Customers honestly and fairly, empowering them to expect a reliably low and uniquely flexible fare from purchase through journey. Southwest is the only major U.S. airline to offer bags fly free® to everyone (first and second checked pieces of luggage, size and weight limits apply; some carriers offer free checked bags on select routes or in qualified circumstances), and Southwest never charges change fees, though fare differences might apply.

As launch customer of the Boeing 737 MAX 8, the Company operates the largest fleet in the world of Boeing aircraft, all of which are to be equipped with satellite-based WiFi enabling gate-to-gate connectivity as of Oct. 1, 2017. That connectivity enables Customers to use personal devices to view video on-demand movies and television shows, as well as nearly 20 channels of free, live TV. In 2014, the airline proudly unveiled a bold new look:  Heart. A new logo, aircraft livery, interior design featuring a new seat and Flight Attendant galley, Employee-designed uniforms, and an updated airport experience all showcase the dedication of Southwest Employees who connect Customers with what's important in their lives.

From its first flights on June 18, 1971, Southwest Airlines launched an era of unprecedented affordability in air travel described by the U.S. Department of Transportation as "The Southwest Effect," a lowering of fares and increase in passenger traffic whenever the carrier enters new markets. With 44 consecutive years of profitability, Southwest is one of the most honored airlines in the world, known for a triple bottom line approach that contributes to the carrier's performance and productivity, the importance of its People and the communities they serve, and an overall commitment to efficiency and the planet. The 2016 Southwest Airlines One Report™ can be found at

Book Southwest Airlines' low fares online at or by phone at 800-I-FLY-SWA.
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