Southwest unveils a new brand campaign called “The Big Flex”

Southwest Airlines today unveiled a new brand campaign, “The Big Flex,” showcasing the carrier’s flexible and Customer-friendly points of difference, including two bags fly free®1, no change or cancellation fees2, flight credits that don’t expire3, and points that don’t expire4. The campaign highlights what’s most important to Southwest® Customers—choice and flexibility—delivered with the low fares and legendary Hospitality for which Southwest is famous.

“The Big Flex” is centered around stories of Customers who benefit from Southwest’s flexible policies and showcases unique ways Customers get more value and a better travel experience when flying on Southwest. “The Big Flex” also features a series of partnerships with online creators to highlight some of the destinations that Southwest serves.

Additionally, the campaign includes a series of ads specifically created for local markets, demonstrating Southwest’s Heart, fun, and flexibility in ways that are authentic to the communities and Customers the airline serves.

Southwest partnered with its agencies Spark Foundry and GSD&M to develop “The Big Flex” theme and creative assets for multiple media platforms.