Comments on: Southwest vs. United: Why Authenticity Wins, Even In TV Advertising

By: Robert Carsia

Robert Carsia — Thu, 26 Nov 2009 17:57:43 +0000

Here's the 'net net' story:
Denver to Los Angeles. I choose UA over SWA because I didn't want to stop in Phoenix. I had to cancel the flight. United kept my $200+, in addition to the money I pre-paid for the baggage. No credit. NADA. Just kept the money.
SWA on the other, at least offered me a 'future credit' for the money. That's a very big difference in customer-centric service. So now, I fly through Phoenix, rather then even get near a United flight…anywhere.

By: Gail Zabel

Gail Zabel — Thu, 26 Nov 2009 17:56:58 +0000

Having lived in TX before relocating, I watched Southwest grow from a start-up to the nationally competitive airline it is today. From the beginning their focus was absolutely customer centric and providing what customers wanted and needed: get to destination on time, at a very reasonable price, and no long layovers – 10 minutes in and out of a gate. They managed a steady growth outside of TX in spite of being hampered by the Wright Amendment for Dallas Love Field that allowed passengers to only fly to contiguous states without changing planes. Their goal was to provide the best basic airline transportation available and that is still their focus. It resonates with every type of passenger no matter their travel purpose or destination.

Other carriers like United having many target/segment markets but their messages are often unfocused by trying to appeal to all markets while sort of targeting one segment. You never feel they are talking to you but rather to someone else. American has had the same problem with much of their advertising.

By: Laurie Calhoun

Laurie Calhoun — Thu, 26 Nov 2009 17:56:27 +0000

Not only do Southwest's ads address the consumers' felt needs, but it helps that Southwest isn't the one who gets caught throwing people's guitars around.

By: Eileen Crosby

Eileen Crosby — Thu, 26 Nov 2009 17:53:08 +0000

Agree, Southwest is doing a great job – kudos to the creative and media teams for the compelling creative and great buys.

By: John Rhoades

John Rhoades — Thu, 26 Nov 2009 17:52:38 +0000

The Southwest ads are great – authentic, appropriately funny, and most importantly, they deliver messaging that is important to the consumer. I can't compare to the United campaign(s) because I can't recall any of their ads, at all. What does this tell you?

By: Matt Klug

Matt Klug — Thu, 26 Nov 2009 17:44:58 +0000

Actually Fallon was the lead agency for United Airlines, specifically post 9-11 and all of the illustration work. Not sure if they are still working with United Airlines but the ads you reference were definitely Fallon.

By: Jeffrey Myers

Jeffrey Myers — Thu, 26 Nov 2009 17:44:28 +0000

United's advertising — for decades from Chicago's Leo Burnett agency — has always seemed cardboard, stilted, arm's length and insincere (aka, OUT OF TOUCH). The message is manufactured with overproduced ads featuring Gershwin's fabulous music, dopey animation styles and incongruous storylines. AThey had one campaign — post 9-11 — about getting out to see the cusatomer face to face. They should have stayed with it… it really resonated (for once).

By: John Stratton

John Stratton — Thu, 26 Nov 2009 17:27:21 +0000

Why would I fly on United or any of the other “full service” carriers anymore since they have gotten rid of any and all “SERVICE” If you want any service, there will be a fee attached to it.
Save your money and just fly Southwest. At least you know you will get what you paid for.

By: Robert Carsia

Robert Carsia — Thu, 26 Nov 2009 09:57:43 +0000

By: Gail Zabel

Gail Zabel — Thu, 26 Nov 2009 09:56:58 +0000