Southwest lifts minority ads in expanded five-part TV plan

Goetzl, David
April 1999
Advertising Age;4/19/1999, Vol. 70 Issue 17, p4
Trade Publication
This article focuses on television advertisements launched by Southwest Airlines that targets Hispanic customers in the U.S. in 1999. Southwest has stepped up advertising targeted to minority audiences. In addition to the Hispanic effort, it launched a radio push aimed at African-Americans in January 1999. The Spanish-language spots will air nationally on Univision, promoting low fun fares and the overall branding message of the airline. The commercials by Dieste & Partners use the same concepts as the company's current Want to get away and Symbol of freedom campaigns. The Hispanic advertisements are just one of five television drives Southwest has slated for 1999. The carrier, which spent $109 million in 1998, generally divides its advertising into three categories.


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