- Della de Lafuente

NEW YORK Southwest Airlines touts affordable, hassle-free air travel aimed at Hispanics via TV and radio spots that begin airing nationwide tonight on Univision, Telemundo, Azteca America and others, the airline said today.

A series of three spots focus on the theme "Relax" and are part of a summer travel push by the carrier that showcase humorous, realistic situations often faced by travelers prior to embarking on vacation.

The "Relax" theme is designed to highlight the airline's understanding of the issues and concerns travelers sometimes encounter before a vacation, illustrating the way the airline can help to take the stress out of flying.

Hispanic agency Dieste Harmel & Partners, Dallas, was responsible for the creative with post production by Red Car, Dallas.

"At Southwest Airlines we always want to show you the respect you deserve. We try our best to make the customer feel welcome, like part of our family," Jena Atchison, segment marketing manager, Southwest Airlines, said in a statement. "Whether it's to see people you're doing business with or people that are family, travel is more than just getting from point A to point B."

Ad spending in Hispanic network and cable TV by Southwest Airlines totaled nearly $18 million in 2007, up from $16.5 million in 2006, per Nielsen Monitor-Plus.

Southwest Airlines serves 64 cities in 32 states, operating more than 3,400 flights daily, per the carrier.