Southwest Airlines Digital Strategy Campaign

#NOWflySW

Presented by: Claire Walters

To create a digital strategy that will implement digital platforms to the best structure that best fits the campaign of Southwest Airlines.

Objective

The Big Idea“If not now, when?” #NOWflySW

Continuing a former strategic move by SW ($100 flights) I want to focus on SW being the airline meant for spontaneity. Travel should not always have to be planned. SW can bring a new light to travel by using the slogan “If not now, when?” and the hashtag #NOWflySW.

Target Audience

Men and women, ages 25-45

•Adventure seekers •Priorities in travel

KPI

•Engagement with #NOWflySW•Social media engagement (comments, likes, retweets, etc.) •Number of tickets sold •Website traffic (Google Analytics)

Tools and Tactics

1. Facebook (first post, 4.5 million followers) 2. Blog announced via Facebook (travel destination

guide) 3. Google Adwords

Tools and Tactics1. Facebook (first post, 4.5 million followers)

• Their Facebook page has the most followers, because this is a plan that counts on engagement, this is a great place to start

2. Blog announced via Facebook (travel destination guide)• Travelers need ideas of where to go! Because this is

based on spontaneity, a nudge in the right direction would help

3. Google Adwords• Making sure SW is on the first pages for the phrase

“cheap travel”

Example Post

Sick of the winter weather? Been itching to go on an adventure? Travel doesn’t have to be the unaffordable, stressful event that it is cracked up to be. Take that vacation! You deserve it. Because if not now, when? #NOWflySW

Budget•Strategy building and planning - $250/hr x 30 hours = $7,500

•Creative Team, Creating the New Digital Brand - $250/hr x 25 hours = $6,250

•Building, Creating Posts, Blogger - $275/hr x 50 hours = $13,750

•Budget for Planned Media - $25,000

Summary

Why is this going to work?