‘Go with heart’ illustrates the airline’s existing pro-customer policies, such as permitting customers to make flight changes and pack multiple bags free of charge, as well as a new policy that grants flyers flight credits that never expire.

By Audrey Kemp | Junior Reporter from The Drum.

As travel rebounds, so do the stresses: the rules, the policies and the last-minute issues that arise. Customers need an experience they can rely on.

Southwest Airlines has today unveiled ‘Go with heart,’ a 360 brand campaign highlighting a suite of unique customer-first incentives, earning Southwest the self-designated title of ‘the airline that has customers’ backs.’

Comprising two spots, ’Go with heart’ highlights long-standing policies – bags fly free and no change or cancelation fees – as well as its new policy: flight credits known as ‘Rapid Rewards’ that don’t expire.

“Serving our customers is at the core of what we do at Southwest Airlines, and we know that having flexibility is top of mind for our customers when they’re planning their travel,” said Bill Tierney, vice-president of marketing and digital experience at Southwest Airlines. “‘Go with heart’ is inspired by what makes Southwest stand out from the competition – our outstanding employees, legendary customer service and flexible differentiators.

“We’re here to connect customers with what’s important to them by making travel easier with less anxiety, and through this campaign we’re also emphasizing our commitment to continuous forward momentum through improvements to the customer experience.”

Southwest Airlines’ agency of record, GSD&M, handled. Creative components will run across TV, video, digital, cinema, OOH, in-airport, in-flight napkins, streaming audio and social.

“Southwest has an amazing history of always having people’s backs when they fly,” added Jay Russell, chief creative officer at GSD&M. “That’s no different today … We wanted to remind people of all the ways Southwest is there for you when you fly and shine a little light on some new things that are giving them even more freedom to fly. This campaign is from the perspective of our customers, so they can see all the ways Southwest makes flying easier and more enjoyable.“