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DALLAS Today’s introduction of a Senate bill to lift flight restrictions on Dallas Love Field Airport provides a focal point for a Southwest Airlines’ campaign that blends humor with cause marketing.
Packaging its pitch around the tagline “Set Love free,” Southwest is using billboards, a TV spot and a dedicated Web site to win repeal of the 26-year-old Wright Amendment that limits flights from Love Field to cities in Texas and nearby states. The ad campaign, whose spending was not disclosed, was created by Omnicom Group’s GSD&M in Austin, Texas.