TBWA\Chiat\Day lands Southwest Airlines

ImageSouthwest Airlines, one of the world’s largest air carriers, has selected Los Angeles-based firm and thinkLA corporate member TBWA\Chiat\Day to produce a campaign to start this coming Fall.

The selection came after a review that was commenced in February and included 3 other agencies under consideration.

Southwest’s agency for the past 30 years, GSD&M of Austin, TX, will remain the airline’s primary creative partner. The new deal, worth an estimated $5 million, tasks TBWA\Chiat\Day with a new strategic push following Southwest’s acquisition of AirTran and its international destinations.

Southwest has traditionally been a domestic carrier and has only ever served the continental 48 states. In 2011, the airline carried over 104 million passengers, behind only Delta Airlines and United Airlines, both international carriers.

(Photo courtesy of Southwest Airlines)

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