Commentary

Integrated Online Campaign: Travel & Tourism: Camelot Communications/VML/Yahoo; Southwest, "Bags Fly Free Campaign"

Camelot Communications/VML/Yahoo
Southwest, "Bags Fly Free Campaign"

TRAVEL & TOURISM

Integrated: Travel/Tourism: Camelot Communications, VML, Yahoo

Inevitably, you've seen Southwest's "Bags Fly Free" campaign - and really, bags should fly free. Leveraging the success of the TV campaign, Southwest sought to drive awareness online and looked to the NCAA basketball tournament and Yahoo Sports' homepage to accomplish the task. Employing a takeover of the homepage, Southwest netted 13MM impressions on March 17, the day before the tournament began, as well as a conversion rate around four times higher than the average placement.

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