Southwest Airlines is using the Bowl Championship Series as a launching pad for its latest TV ads promoting changes in service.
Southwest will virtually cover the airwaves with the TV spots, slated to run during several BCS bowl games, including the Rose Bowl presented by Citi and the Allstate Sugar Bowl on Jan. 1, the Tostitas Fiesta Bowl and the FedEx Orange Bowl on Jan. 3 and the BCS national championship game on Jan. 7
Southwest is the official airline of the BCS, and will have an on-field presence as sponsor of the halftime show at the Orange Bowl.
“During that time frame certainly there are a lot of folks at home watching the games, so it’s a great opportunity to reach a lot of people,” said Andy Allman, Southwest Airlines director of promotions and sports marketing, about the imminent bowl game ad blitz.
Southwest may do some local activation with hotels or car rental companies around its Orange Bowl sponsorship as well, Allman said.
Allman declined to tip off what service nuances the new ads would promote. But Southwest will likely push pre-flight productivity, with plans to upgrade airport gates early next year with padded seats, and USB port and electrical outlets for laptop computers.
Last month, Southwest unveiled a Business Select promotion, offering passengers who pay $10 or $30 more for one-way fares first boarding privileges, a free drink and bonus credit in its Rapid Reward frequent flyer program.
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