Inside Southwest’s Push to Court Younger Travelers as U.S. Weighs TikTok Ban
Skift Take
Skift speaks with Southwest’s vice president of marketing about the carrier’s latest advertising campaign that seeks to attract more Gen Z and Millennial travelers.
As other airlines are focused on high demand for international travel and first-class seating, Southwest Airlines is taking a different approach.
The carrier recently rolled out a new advertising campaign, called “The Big Flex,” that emphasizes its perks like two free checked bags and points that don’t expire.
Jonathan Clarkson, Southwest’s vice president of marketing, said the airline noticed a “customer evolution” with an increasing number of Gen Z and Millennial travelers interested in its perks.
The only issue, Clarkson said, was that younger travelers were not as familiar with the brand as those who have been flying Southwest for decades.
“It just felt like a prime opportunity to build a campaign that celebrates those
