DHP Launches ‘Vamonos’ for Southwest Airlines

DALLAS A Southwest Airlines campaign to introduce a new Spanish online booking engine hits cruising altitude with three television commercials that air during the Copa America soccer tournament this month.

While the “Vamonos” campaign officially broke Wednesday, the major push begins Tuesday with broadcasts of the Copa America competition on the Univision Spanish-language network, said Southwest spokeswoman Edna Ruano. The soccer tourney runs from Tuesday through July 25, culminating in the championship of the Americas.

Two of three commercials produced by Dieste Harmel & Partners in Dallas pitch the low cost of Southwest fares, while the third depicts a situation in which language plays a barrier between a newly infatuated man and woman at an airport.

The inaugural spot, dubbed “Goodbye,” is designed to introduce viewers to the service, said Southwest advertising manager Laura Nieto. The other two, called “Jersey” and “Haircut,” begin airing during the Copa America to encourage viewers to save money by booking online, she said.

The ads will also air on Univision’s sister network, Telefutura, and on Galavision, Ruano said. DHP executive creative director Aldo Quevedo led the team that produced the ads.

Online bookings have become a major component of Southwest’s business, Ruano said. With revenue of roughly $3 billion per year, online bookings now account for 57 percent of the airline’s ticket sales, she said.

Of the estimated 13-14 million Hispanic online consumers, about 50 percent prefer to navigate Web sites in Spanish, Ruano said.

For technical assistance, Southwest teamed with Ion Global, a San Francisco firm that specializes in multilingual Web sites.