Southwest Airlines (Dallas) is taking a different approach in its latest ads concerning customer service. While other airlines continue to add extra charges for what was once considered “normal service”, Southwest is extolling its simplified “no charge” approach and new added services. While the Southwest does charge for some extra services such as priority boarding, it does not charge for many of the extras which are now becoming the norm with other airlines. This new “Check” advertisement campaign (above) extolls this different while maintaining the “low fare” impression.

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Southwest Airlines: