Talk about direct marketing!
Last week, Smith Advertising & Associates delivered a short, personalized videotape to Southwest Airlines chief executive officer Herb Kelleher. The program explains why the shop’s Florida client, Sarasota-Bradenton International Airport, should be the next hub for Southwest.
The four-minute video was produced by the Fayetteville, N.C., shop exclusively for the Dallas-based airline. It featured business leaders from Sarasota and Manatee counties, plus local celebrities like sportscaster Dick Vitale and “Hagar the Horrible” comic strip creator
Chris Brown.
At one point in the video pitch, two businessmen wearing parachutes prepare to jump out of an airplane. They look at the camera imploringly and tell Kelleher, “We really need a better way to land!”
Southwest has not yet made a decision about a new hub in the Southeast, an airline representative said. Kelleher did not return calls by press time.
–T.W. Sieber