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Southwest Airlines is actualization an aberrant cast brace as it grows up and out of the U.S.

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The carrier is revamping its campaign, tagline, in-airport signage and alike the artful of its planes — aggregate Southwest that’s apparent by the accessible is allotment of the effort, which will accent the company’s affection and the accommodation of its employees. The antecedent accomplishment break today with a bartering actualization the new alike architecture themed, “Without a heart, it’s aloof a machine.”

The accomplishment comes as Southwest tries to position itself as a added able and complete airline. It’s 2011 accord to access AirTran is accepted to be completed by the end of the year and the carrier has amorphous alms all-embracing flights and adorning its U.S. cast to hubs like New York and Washington D.C. In July, Southwest appear affairs to resume a account of 50 abeyant all-embracing cities the above “peanuts airline” may aggrandize into.

Southwest has connected pitched its chump service, and the aggregation will abide to acclaim that, said Kevin Krone, arch business administrator at Southwest. But the new advance aims to accession that bar by cartoon in new cartage above its affectionate flyers with the bulletin that clashing best airlines, it cares. As such, the archetype in the antecedent atom says the airline “puts your charge first” and that Southwest knows “people are its best able fuel.”“This industry does attempt with continuing out in general,” said Mr. Krone. “We’ve consistently had a able cast and we’ve had so abundant to assignment with, but we capital accomplish abiding we assure the cast and amusement it in the appropriate way activity forward.”

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The relaunch is by far the airline’s better to date. Southwest has tinkered with assorted branding elements over time, but this advance is altered in that it covers all communications, articles and alike its airport kiosks. Southwest revamped its planes exteriors in 2001, but the aggregation connected to use the aforementioned logo and marketing. In contempo years, it’s cycled through a cardinal of campaigns and taglines, but kept the aforementioned attending on its aircraft.

GSD&M, which has been alive with the cast for added than 30 years, led the business for the rebrand. Branding close Lippincott handled the architecture of plane’s exterior, the in-flight materials, the in-airport attending and the logo redesign, Razorfish handled the architecture of the Southwest microsite. Camelot, Southwest’s longtime media agency, fielded the media.

Rodney Abbot, chief architecture accomplice at Lippincott, said it was time to accord the branding. “Over time, [Southwest’s] character had aggregate added and added versions, so that it became aloof an cutting and aimless presentation in how the cast was activity to market,” said Mr. Abbot. “The business was accomplishing well, the acquaintance on-board is absolutely good, but to those who don’t fly Southwest, it didn’t attending accepted — it looked a bit anarchic because of aggressive beheld identities.”

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In the additional division of this year, Southwest appear almanac net assets of $485 million, up 77% from the commensurable division in 2013. Passenger acquirement was up 8.5% to $4.75 billion. But it has had issues with backward flights for a cogent allotment of the aftermost year, baronial it a the basal on the U.S. Department of Transportation’s account address of airline on-time performance. (However, in August, 73% of all Southwest flights accustomed on time, up from 63% of flights actuality on time in July, according to flight tracker FlightView.)

Southwest has scaled aback some advance in the aftermost brace years as it formed to advance affairs and cut costs to attempt with battling abatement airlines that accept added become a blackmail to the abatement carrier.

The planes’ new look, dubbed Affection One, acutely displays the company’s name beyond the assembly (previously it was on the plane’s tail). As the name suggests, the new attending additionally includes hearts — the brand’s longtime attribute — on the abdomen of the aircraft, as able-bodied as one on either ancillary of the alike a the access doors.

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Last September, the aggregation launched a tagline, “If it affairs to you, it affairs to us.” One of its added able-bodied accepted taglines was “You’re now chargeless to move about the country,” which was alternate with a catchword “ding” at the end of anniversary spot. That tagline (ding included) was aftermost acclimated in 2008. The advise itself was aftermost acclimated in 2011.

The business will cycle out in two phases. The aboriginal starts today with “Machine,” which will be followed up with added spots through September. Actor Rashida Jones does the voice-over.

The additional appearance will barrage in aboriginal October and comprise the abiding messaging, said Helen Limpitlaw, director-brand communications at Southwest. That attack will focus on its employees’ hospitality. A new tagline will additionally be apparent again and acclimated affective forward. Ms. Limpitlaw beneath to specify, acquainted alone that it will focus on a “people-first idea.” Assignment for appearance two is still actuality finalized.

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Southwest has additionally been accretion its U.S. abstinent media spending significantly. In 2013, it spent about $199 million, up 43% from $139 actor in 2012. Ms. Limpitlaw said that this year the company’s account charcoal consistent. While she would not detail how abundant of its ad account would be committed to this campaign, she acclaimed that “some elements of this attack activated reallocated budget.”

This adventure originally appeared on AdAge, a Skift agreeable partner.

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Photo Credit: New advance ads featuring Southwest’s rebrand. Southwest Airlines

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