Southwest Airlines Corporation

Southwest Airlines Corporation

Introduction

On March 15, 2011, in consistence with its innovative, outstanding and exclusive style of business approach, Southwest Airlines flooded the media with its new and enhanced promotional card named the "Rapid Rewards plus Credit card"

Here is how it was introduced by PRnewswire

"DALLAS, March 15, 2011 /PRNewswire/ -- Southwest Airlines (NYSE: LUV) recently launched the carrier's new frequent flyer program, All-New Rapid Rewards, and to celebrate, Southwest is giving away ten million Rapid Rewards Points to Members (and those who sign up) through an online sweepstakes. In the Ten Million Point Giveaway, 100 lucky Members will each win 100,000 Rapid Rewards Points. The sweepstakes will run from March 15 through March 31, 2011. For complete promotion details and to register to win, visit: www.southwest.com/bigshot. If you're not already a Rapid Rewards Member, you can sign up for the program to become eligible to win. To read a blog post from Southwest's Senior Director of Customer Loyalty and Partnerships Ryan Green, visit: www.blogsouthwest.com.

Southwest teamed up with the internet sensation basketball trick-shot artists, Dude Perfect, to score points for the All-New Rapid Rewards program. Customers who register for the promotion will be entertained by Dude Perfect, which has filmed a variety of basketball trick shots to show off their skills using a Southwest Boeing 737, in a Southwest Maintenance Hangar, and around Southwest's corporate headquarters. Southwest and Dude Perfect will showcase the trick shots in a series of videos that will be unveiled throughout the promotion on www.southwest.com/bigshot, culminating in one fantastic Big Shot, which will be unveiled, along with the winners, on Monday, April 4, 2011. "

After nearly forty years in business, one would almost be forgiven for adopting a know all, been there done that attitude but as can be realized, Southwest Airlines leaves no stone unturned in differentiating and distancing itself from the rest of the other domestic low fare carriers.

The Strategy

(Customer Care and Marketing Promotions)

Southwest Airlines' stock exchange symbol was and still is LUV. This symbolizes its home, Dallas Love Field as well as the theme of its employee and customer relationship. The relationship between the workers and management still remains as inherited since the company inception. That is bridging the work/family divide by empowering the employees. This is a simple strategy to use and its very transparent to everyone as a result participation by the interested and intended parties is guaranteed. Enthusiastic participation by workers translates to customer satisfaction. That family tied relationship culminates in a very customer beneficial scenario through a highly rated customer service index. PRnewswire further describes Southwest as "offering a reliable product with exemplary Customer Service".

Southwest employs a Senior Director of Customer Loyalty and Partnerships, Ryan Green, whose job is basically to foster loyalty within the old customers. Making sure that traditional customers remain with the business is one of the most important aspects of customer care. Remember the phrase "You might win some but you just lost one"

Michelle Deal-Zimmerman of the Baltimore Sun wrote "Southwest Airlines has been getting dunked on recently by passengers frustrated with the launch of the airline's "new" Rapid Rewards frequent flier program. But Southwest is taking its own jump shot with a sweepstakes that offers Rapid Rewards members a chance to get in on 10 million free points. Southwest will give 100 members 100,000 points each in the promotion that begins today and continues through March 31.

The airline has teamed up with Dude Perfect, a group that performs basketball trick shots in online videos, and will launch a video series of trick shots filmed at Southwest's headquarters near Dallas. You can go to southwest.com/bigshot to see the initial video which showcases a clearly awesome basketball toss from a roof into a net several floors below.

You have to be a Rapid Rewards member to register for the promotion. Winners will be revealed on April 4, along with a one fantastic "Big Shot" from Dude Perfect. "

To me this clearly demonstrates the commitment Southwest Airlines holds towards remaining the carrier of choice. Where the business goes all out on a marketing offensive aimed at bringing instant results. A promotion with a very constricted partaking period (March 15, 2011 to March 31,