Week 5 Project- Southwest expands service to Hawaiian Islands

Victoria Powers

COM 60511
Objectives
Our goal with this campaign is to advertise our new
routes to/from the Hawaiian Islands. Since those native to
Hawaii have yet to experience a Southwest aircraft, we
hope to use these marketing strategies to educate them on
our policies and procedures in hopes to earn their
business.

For our current Customers, we want to show the natural

beauty that is the islands to entice them to take a trip with
us. For our Rapid Rewards members, we will be sending
out a targeted e-mail campaign with deals running to
Hawaii. We also have a large social media campaign that
will include travel bloggers sharing our ads across their
platforms.
Situational Analysis
Strengths: By including these new routes to Hawaii, we will be expanding our locations and
creating competition for other carriers in the area. By doing this, we can offer low fares to
lure loyal customers away from their airlines and try flying Southwest to the Hawaiian
Islands.

Weaknesses: As the 737 MAX 8 aircraft is still out of service, we are down 5% of our
fleet. By increasing our destinations before they are back in service, we had to scale back
on nonstop offerings and other locations.

Opportunities: By having inter-island travel, we can introduce Hawaiians to Southwest

Airlines for their travel options. We also offer a number of flights from Hawaii to the
mainland offering more choices for those looking to travel domestically.

Threats: Hawaiian Airlines and Alaska Airlines currently are quite popular for
Hawaiian travel. Those native to Hawaii have not had a chance to experience
Southwest Airlines until now. By offering low fares and no bag fees, we hope to
entice them to try our airline.
 Audience

Southwest carried more than 134 million revenue

Customers in 2018, which is an average of more than 11
million Customers per month. With the opening of our new
Hawaii routes, we hope to increase these numbers despite
being down aircrafts due to the 737 MAX 8. Our new
marketing campaign for these routes should help spread
awareness that we began flying to Hawaii and have since
added additional routes.

In Comparison:

• Hawaiian welcomed a record 11,840,178 guests in 2018

and currently offer 8 Hawaiian locations.
Updated
route
schedule
 Press Release
Say Aloha to Hawaii!

November 19, 2019

Southwest Airlines Co. (NYSE:LUV) Today we announced the expansion of our Hawaiian routes which will begin daily
service from Sacramento International Airport (SMF) in January of 2020. We’re excited to expand to our already successful
Hawaiian destinations and help our Passengers experience the beauty that is the Aloha state. With these newly added locations,
Southwest will be able to offer 34 departures a day from the mainland to the Hawaiian islands.

We plan on reintroducing the 737 MAX 8 aircrafts back in March. As Safety is our number 1 priority, we are working
diligently with the FAA to ensure all software enhancements and training requirements are being completed. We are confident
that once approved by the FAA, the 737 MAX 8 will be another safe operating MAX aircraft in our fleet.

We look forward to introducing our Customers to all the splendor and beauty of the Hawaiian Islands. For more information on
all the routes we offer, please visit Southwest.com.

Southwest Airlines official Press Release

 Platforms used

Twitter: @SouthwestAir

Facebook: Southwest Airlines