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LOS ANGELES GSD&M Idea City’s latest campaign for Southwest Airlines is exploiting a temporary “point of difference” related to how the carrier is treating customers compared to others, said group creative director Scott MacGregor.
“It’s not our long-term strategy, which involves the idea of freedom itself, but more like a moral stake in the ground,” said MacGregor of new TV, print, radio and online ads that tout Southwest’s fewer hidden charges. “We’re taking advantage of market trends and things we’re not getting credit for.”
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