• by Tanya Gazdik , Yesterday

Southwest Airlines has entered into a multiyear agreement with production, publishing, and brand partnership company Foundation Media Partners to help evolve the airline’s approach to marketing.

The airline aims to drive cultural relevance, consumer engagement and continued storytelling. Foundation operates in partnership with all verticals to drive community building, content, and consumer engagement through one connected system, according to the company. 

The airline’s goal is to “reignite the spirit of our Southwest Airlines brand,” says Sabrina Callahan, senior vice president and chief digital and marketing officer at Southwest Airlines, in a statement.  

Callahan joined the airline in April from AT&T, where she was vice president head of digital. She has more than 15 years experience and also held senior marketing positions at Sam’s Club and Hilton. 

The new work will "go beyond ad spots and map dots to rethink how we create experiences and content that brings the story of Southwest to life," Callahan says. 

Southwest and Foundation are working on a slate of initiatives set to launch this summer, she says.

The airline has been revamping its customer experience with new assigned seating and premium seating options, onboard investments including free WiFi for Rapid Rewards members thanks to T-Mobile, and Starlink installs arriving later this summer for ultra-fast WiFi in the sky.

Southwest Airlines is celebrating its 55th anniversary with such milestones as its historic end to its open-seating tradition, new flights to Alaska, and a massive partnership with America250 to honor the nation's 250th birthday.

The airline was recently named number one in customer satisfaction among economy passengers in the JD Power 2026 North America Airline Satisfaction Study, marking the fifth consecutive year the airline has secured the top ranking.

Callahan has a "clear vision for how to amplify Southwest’s maverick spirit,” says Patrick Hughes, founder and CEO of Foundation Media Partners, in a statement. “We look forward to adding cultural experiences that will give people long lasting connections to the brand.”