Southwest Airlines on Offensive

DALLAS – Southwest Airlines was on the attack in a fare war that broke out last week between the Dallas-based carrier and USAir and saw both airlines slash prices on routes from Baltimore to Chicago and Cleveland. Southwest agency Cramer-Krasselt/Chicago immediately began running print ads in the Washington Post, Baltimore Sun, Cleveland Plain Dealer and both Chicago papers touting the low fares. Ads for the flights, which are as low as $19 for a one-way trip from Cleveland to Baltimore, carry the headline, ‘Nobody does lower better.’
Copyright Adweek L.P. (1993)