Southwest Airlines is going after a more upscale market in a new ad effort set to run during the NCAA Bowl Championship Series. With its usual humorous approach, the carrier is going after
business travelers with a message that it can make them more productive. Already, it has unveiled Business Select, a program in which passengers who pay $10 to $30 more one way get first boarding
privileges, free drinks and bonus mileage credits.
And the company is also upgrading airport gates, installing padded seats, work areas for laptop users and TV monitors that list which
passenger groups are boarding. The official airline of the BCS, Southwest will have spots during the Rose Bowl and the Sugar Bowl on New Year's Day; the Fiesta Bowl on Jan. 2 and the Orange Bowl on
Jan. 3.
Its sponsorship will end with the national championship contest between Ohio State and LSU Tigers on Jan.7. GSD&M is Southwest's agency and the company has spent $101 million
on measured media from January through September, according to Nielsen Monitor-Plus.
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