Organizations always seek to build widespread and sustained visibility for its local launch of a new service. Southwest Airlines' [LUV] approach to this task is to hold press events months in advance, as well as at the time of launch. And in between, the key is sustained media relations and promotional activities to build awareness in the new markets.
That is the approach the Fort Worth, Texas-based discount carrier took when it launched its service in three Florida cities earlier this year. "We try to come in with a big [splash], and let the public know who we are," said Melanie Jones, regional manager of public relations.
To prepare the local markets for the coming service, the airline first held press conferences in each of the three cities: Fort Lauderdale, Orlando and Tampa. The press events were held at each city's airport during the summer of 1995. At this time, reporters were told that Southwest would begin service in early 1996.
To continue getting the message out and build momentum, additional press conferences were held during the fall and winter to announce the service schedules and fares, said Jones.
In the time between the first press conferences and the start of service in the winter and spring of 1996, Southwest PR staffers contacted local media to arrange interviews with the airline's Chairman and CEO, Herb Kelleher. As a result of this contact, major stories appeared in the Fort Lauderdale Sun Sentinel, Orlando Sentinel, the St. Petersburg Times, and the Tampa Times.
In addition, news releases were sent by fax and newswire to the travel industry trade magazines, said Jones.
To build awareness of the Southwest name in these new service areas, the airline also sponsored community and sporting events or teams in the three cities. Jones said the airline has used this approach successfully in many of the cities to which it has expanded its service.
'Fun' Launch Events
To officially kick off its new service in the three cities, Southwest planned events and press conferences at the gate area prior to the boarding of each inaugural flight.
In tune with Florida's vacation image, gate events held Jan. 22 in Fort Lauderdale and Tampa had a "beach party" theme," said Lisa Mozloom, an account executive at Zynyx Marketing Communications Inc., the Miami PR firm that ran the events for the airline. Activities included limbo contests, live music and giveaways. Southwest employees were dressed accordingly, in shorts. Zynyx invited local business and government leaders.
Southwest focused on having good photo opportunities in the two cities. One of the scenes orchestrated for photographers and video crews was a christening of the Southwest aircraft at the jetway. To impart a local flavor, orange juice was used instead of champagne. The christening honors were given to a local VIP in each city. Also, the aircraft at the Fort Lauderdale and Tampa gates had been painted with an image of "Shamu," the well-known killer whale based at Orlando's Sea World aquarium.
A similar event in Orlando was held on April 22. Playing off the local National Basketball Association team, the Magic, and The Walt Disney Co.'s [DIS], this event included a magic show. Among the tricks was the illusion of cutting a person wearing a Southwest t-shirt in half, to emphasize the airline's cut-rate fares.
Because of competing demands for the gate areas, the airline had to kep the events and press briefings to about 20 minutes. Given Southwest's well-guarded reputation for on-time performance, the events were carefully planned and executed to make sure that passengers boarded the flights on time immediately following the events, said Mozloom.
Now that its new Florida service has been up and running for a few months, the airline believes its events and media relations helped boost demand.
The events and media relations resulted in prominent broadcast and print coverage in each of its new service areas, said Jones. She added that ticket sales "exceeded expectations," although she declined to release figures, which she said are proprietary.
(Southwest, 214/904-4413; Zynyx, 305/672-4422)