Southwest Airlines doesn’t charge extra fees and it wants to make sure you know it.
The Dallas-based carrier unveiled a new ad campaign on Thursday that will launch during tonight’s NFL game. Called “Transfarency,” the company is reminding customers that it doesn’t charge for bags or to print your boarding pass like some of its competitors.
“People are tired of being nickeled and dimed and it’s time to remind people that there is a different airline out there,” said Kevin Krone, Southwest’s chief marketing officer.
Krone did not disclose how much the airline is spending on the campaign aside from saying it was in line with what the company usually spends on its fall marketing campaign.
In one of the television ads that introduces the word “transfarency”, the voice-over tells customers, “We don’t dream up ways of tricking you into paying more.”
The campaign also includes a website where customers can compare Southwest’s fares with competitors along with the additional fees other airlines charge.