Masks in Commercials? It's an Open Question, Says Southwest's CMO

The airline is investing in advertising despite losing millions

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Amid the bleak landscape of the airline industry, Southwest Airlines has become a rare bright spot. Although far from unscathed—the airline lost $915 million in the second quarter—the largest domestic airline in the U.S. has already promised not to lay off workers in the face of depressed travel demand, unlike its competitors.

It also managed to do the seemingly unthinkable for a travel brand: advertise.

Since June 13, Southwest has been running a campaign called “Wanderlust,” depicting socially distanced activities like hiking and kayaking, far from the confines of a quarantined existence.

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