Experiential Marketing to make the Brand Promise a Reality
Southwest Airlines is known for its legendary customer service. But how do you take that spirit beyond the aircraft and into the community to capture travelers’ hearts and minds?
Last year, Southwest Airlines partnered with Linhart Public Relations to take its "LUV" to the streets in the fast-growing, competitive Denver market.
As a complement to its "Dedicated to Denver" ad campaign, Linhart helped Southwest create an experiential PR program with the Southwest Porch at Skyline Park, an outdoor lounge along the 16th Street Mall in downtown Denver.
The Porch features food and beverages from Denver businesses, offering a place for casual dining and relaxation - and a chance to experience Southwest's hospitality firsthand. In winter 2010, the adjacent Southwest Rink at Skyline Park attracted more than 30,000 guests for free ice skating.
Through reputation management, community outreach and media relations, Linhart helped Southwest Airlines gain community mindshare, customer loyalty and build its Colorado presence with a high-impact, tangible experience.