Southwest Airlines nearing decision in new Rewards agency

Share this content:

Southwest Airlines is looking for a new agency to work on its Rapid Rewards loyalty program. The initial search involved more than 20 companies, according to Chris Mainz a public relations representative for the airline.

He told DMNews in an e-mail sent on July 3 that over a four-month process – that included both an RFI and RFP stage – the company has now narrowed its search to two agencies. He declined to share which agencies were in involved in the review.

“We are in the final stage of the process and hope to make a decision soon,” Mainz said.

Omnicom agency Targetbase previously handled the Rapid Rewards program. Mainz did not disclose whether the agency pitched again for the business. Calls made to Targetbase's marketing department were not returned by press deadlines.

“Southwest Airlines and the Rapid Rewards team has had a long relationship with our incumbent agency and we appreciate their contributions,” Mainz explained. “However, we felt that now was the right time to take another look at our existing relationship to make sure that we have the right partnership in place to handle our evolving needs.”

Mainz emphasized that the review was specific to the Rapid Rewards business and that the airline has relationships with other agencies and marketing partners.

The current Rapid Rewards is not based on miles, but rather on flights. Members have to fly eight roundtrip flights (or 16 one-way flights) in a 24-month period to receive a free flight to anywhere that Southwest flies.

It also includes a loyalty credit card, through which customers can win credit, as well as partnerships with rental car companies including Alamo and Dollar.

Southwest would not say what, if any, changes the firm intends to make to the program.

“We are looking for a Rapid Rewards agency partner that can deliver creative, results-oriented integrated marketing communications programs,” Mainz said.

Last month the airline said that it was increasing its flight schedule come November, going against the grain of the current airline trend to cut back flights and charge a fee for checked baggage.

close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above