Southwest Airlines

Helen Limpitlaw, Director, Brand Communications
Anne Murray, Sr. Director, Marketing Communications
Jennifer Bridie , Sr. Manager, Brand Communications

GSD&M *Lead Agency

Marianne Malina , President
Jay Russell, Chief Creative Officer
Nikki Baker , Creative Director/AD
Leslie Shaffer, Creative Director/Writer

SapientRazorfish

Shane Bzdok, Creative Director

Camelot Strategic Marketing & Media

Josh Morphew, Digital Account Director
Jessica Sunderland, Social Media Planner

Southwest was losing its low fare leadership to other airlines with seemingly low fares that nickel-and-dimed customers. We needed to remind travelers that Southwest offers customers the lowest fares and best experiencebut more than that, that we care about them and not the bottom line. So we created a word for our philosophy: Transfarency, which got customers thinking about the total price of their trip and the industrys unfair fees. The philosophy resonated with OTAs like Expedia, revealing fees within their search results and Congress proposing a Fair Fees Act.