Southwest Airlines has announced a new brand campaign today called “Enter Airplane Mode” inviting travelers to escape the daily grind as constant pings, packed calendars, and always-on routines continue to fuel real burnout. In a Southwestยฎ-sponsored surveyยน, 76% of respondents said they are experiencing burnout and 68% of respondents believe a trip is one way they can regain control of their time. With flexible policies including no changeยฒ or cancel feesยณ, an expansive domestic networkโด, and the best Crew in the skyโต, Southwest has stepped in to turn daily distractions into vacations.
“As the airline that democratized the skies, Southwest Airlinesยฎ has always helped make the dream trip a reality and our new campaign, ‘Enter Airplane Mode,’ encourages Customers to recognize when they’re approaching a breaking point and to turn that moment into their booking point,” said Sabrina Callahan, Senior Vice President and Chief Digital & Marketing Officer. “With a Customer extension called ‘Notification Vacation’ we are taking it one step further from simply encouraging you to take the trip to helping you bring it to fruition.”
Notification Vacationย offers an opportunity for Customers to set aside the burnout and finally take the trip. With an interactive online activation that converts notifications into Rapid Rewardsยฎ points, Customers can upload a screenshot of their homepage notifications and receive Rapid Rewards points.โถ It is an easy way to turn constant pings into a positive, reminding busy Americans that the reset they need may be closer than they think. Customers can also take aย Burnout Quizโท to understand their level of burnout and find inspiration for their next relaxing getaway. Together,ย Notification Vacationย and theย Burnout Quizย offer Customers the chance to receive more than 185 million Rapid Rewards points total, with limits applying per Rapid Rewards Member.
The “Enter Airplane Mode” campaign spots were shot by Hollywood directors Will Speck and Josh Gordon and voiced by Adam Scott, whose recent role in a workplace-centered series adds a culturally relevant wink to the message about disconnecting from work and reconnecting with life beyond it. Created with ad agency GSD&M, the campaign begins airing today and brings “Enter Airplane Mode” to life through relatable moments of everyday stressors, from overloaded calendars to endless meetings and packed commutes. Southwest is also working with creator agency, Later, and media agency, Spark Foundry, to bring the campaign to life as part of a full 360-degree effort.





























