Southwest Airlines has set up an outdoor porch in New York’s Bryant Park to get the word out that it will begin offering service out of LaGuardia Airport on June 28.
The “Southwest Porch” is a permanent fixture in, where else, the south west corner of the 9.6 acre public park, which is located in the heart of midtown Manhattan.
Visitors can relax in rocking chairs or porch swings. Low-cost Southwestern menu items will be available on weekday evenings this summer. The food is inspired by Southwest Airline’s destinations, such as soft-shell crab sandwiches from Baltimore, bratwurst from Chicago and a meatball sandwich. The food is provided by renowned chef Tom Colicchio and his ‘wichcraft restaurants, one of which is located in Bryant Park. The menu also includes a Southwest Summer Ale as part of a summer cocktail menu.
The promotion marks Southwest’s largest effort locally, Andy Allmann, the director of promotions, sports marketing and licensing for Southwest Airlines aid.
“Many people in New York probably know us through our TV ads, but may not have had experience flying us yet,” he said. “We think this is unique and different and we’re creating something experiential.”
He said that with only eight flights a day out of LaGuardia, the marketing funds weren’t there for an extensive campaign.
“We had to think differently about introducing our brand to the folks of New York City,” he said.
Southwest Airlines is rotating in two employees each week to work as brand ambassadors at the porch, which was created by Civic Entertainment Group. Reps can answer questions, help people book flights and talk up the airline’s frequent flyer program. People can also write postcards that the porch staff will mail. ‘wichcraft servers provide the food and beverage service. Napkins and coasters will direct visitors.
Southwest is also pitching its new service via out-of-home in the Bryant Park vicinity, radio, print, public relations and outreach to local influencers and tastemakers like hotel concierges. Southwest is also promoting heavily online, via Twitter, Facebook and blogsouthwest.com, as well as with advertising in its in-flight magazine “Spirit.”
The airline is providing customer-service training for every Bryant Park employee. The airline is also partnering with MS 8—New Prep Middle School in Jamaica, Queens, to provide mentors for the city’s newly launched Middle School Mentors program.
In addition to creating the porch, Civic Entertainment Group negotiated Southwest’s partnerships with the city, Bryant Park, and Tom Colicchio’s ‘wichcraft.
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