Southwest Airlines. The airline teamed up with ten different creators to launch a shoppable flights program that meets their younger audience where they live every day – on TikTok. The idea was conceived and executed by the brand’s AOR, GSD&M, you can check out the teaser video here.
Sixty-five percent of Gen Zers say TikTok is their preferred platform for travel inspiration, using it to find destinations. In fact, only 11% opt for a Google Search. So instead of fighting the same game with booking sites, the airline wanted to find a way to revamp how the booking process is built. By partnering with creators in various subcultures like fashion, sports & culture, etc., of the platform, Southwest will highlight travel inspiration and offer an easy way to book on the LUV airline. They’ve teamed up with creators like TheHockeyGuys, snowboardjesus, and others to promote this unique booking experience for users through the TikTok platform starting now through October 13.
“We’ve seen the power of influence at work with our Customers and Employees and see the value that comes from our partnerships,” said Julia Melle, Director of Brand & Content at Southwest Airlines. “From content creation to distribution strategies, our investment in influencer partnerships helps highlight our carrier’s fun-loving personality and flexible policies on every fare, everywhere. If you can purchase an outfit for a trip on the platform, why not purchase the flight too?!”
“We want to meet our audiences where they are,” said Bill Bayne, Group Creative Director at GSD&M. “Turning TikTok browsing into an easy way to book flights with fun creator content is an innovation we think will really excite people and make travel planning more fun.”
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