southwestair rebranding
DESCRIPTION
This was a rebranding team project done in fall of 09TRANSCRIPT
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DRAFTFCB
SOUTHWEST AIRLINES
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The Frugal Flyer
The middle class frequent recreational traveler
25 to 45 years of age
With or without children
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“Southwest Fits YOU!”
To the Frugal Flyer, Southwest is the airline that
fulfills all your needs and wants.
Product Differences
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“Simplicity at its Best”
To the Frugal Flyer, Southwest is the airline where the choice is yours.
Product Benefits
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“A Friend to You & Your Wallet”
To the Frugal Flyer, Southwest is where
the price is right for you.
Price/Quality
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“An Affordable Connection”
To the Frugal Flyer, Southwest bridges the gap
between family, friends and fun!
Product User
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“The Freeway to the Continental U.S.”
To the Frugal Flyer, Southwest is the gateway
to all major U.S. destinations.
Product Usage
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“The Competition Stops Here”
To the Frugal Flyer,
Southwest is the hassle-free airline.
If life changes,
we will change with you!
Against Competitor
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“Check two on us!”
To the Frugal Flyer,Southwest is the airline
where your baggage can fly free.
Against Product Category
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“We Are”
To the Frugal Flyer,Southwest is the affordableand friendly way to fly.
By Association
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“The One Stop Shop”
To the Frugal Flyer,Southwest prides itself on being
your personal travel agent.
By Problem
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“Southwest Fits YOU!”
Larger seating Affordable prices Pet Friendly Early-bird check in One-stop shop Southwest Airlines credit card = free
round-trip ticket Charitable donations If life changes, we’ll change with you
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Kallie Beck, Emily White, Corey Travis, Ally Wilson
Thank You