GSD&M Helps Southwest Move Across the Country

On Sept. 15, Southwest Airlines will initiate nonstop service between Baltimore and Los Angeles, in effect, going head-to-head with established carriers like Delta and American Airlines.

Among the questions being raised: How will Southwest’s folksy, no-frills, short-haul image—and enormous popularity—crafted by GSD&M over the past 20 years play in the highly competitive transcontinental arena?

“The time is right,” said Joyce Rogge, the airline’s senior vice president of marketing. “Customers, looking to go across country for family and business needs, are finding it harder and harder to do.