1. Integrated Marketing Communications
Integrated Marketing Communications for Southwest:
Integrated Marketing Communications (IMC) uses multiple methods and strategies to spread a
message. By using multiple tools and media to reach their target audience by being able to
control different outlets to ensure they are being used in the most effective way (Richards, n.d.).
It’s important for Southwest to differentiate themselves from other airline competitors. The big
idea is to market Southwest as the airline that cares, and is compassionate about their
customers. The new and vibrant heart logo means ‘heart sets up apart’ and was inspired by their
love for people (Southwest.com). The stories posted on social media outlets like Facebook about
Southwest reaching out to the community, helping the military, people facing serious illness,
disaster recovery efforts, and other charitable efforts will create buzz marketing. This is what
makes SWA relatable and not just any airline.
Adding new destinations and redeye flights enables Southwest is able to meet the desires of
millennial’s who love to travel. By extending Southwest’s services they are able to more
effectively compete with other airlines like JetBlue and American. Marketing these new services
on social media and television outlets allows Southwest to reach the millennial target market.
Marketing Communications Objectives
Brand Awareness: to make Southwest a well-known airline to target customers
Sales: to increase the sales of Southwest airline flights
Retention: to keep customer relations good with customers so they keep coming back
3. Promotion Mix