Meet Southwest’s newest tropical destination: Cozumel, Mexico — best known as a cruise destination and, less so, as a vacation option for air travelers. To achieve our awareness goals with the budget at hand, we launched the route exclusively through digital channels: digital video, social media, and programmatic display. The creative used close-up shots of Cozumel’s landmarks, activities, and wildlife to show how, with low fares and new nonstop flights on Southwest, “Cozumel is now closer than you think.”
We also created digital billboards for placement in the Houston area. Each supported the campaign’s “closer than you think” message by comparing the short, 2.5-hour flight to Cozumel from Houston, to the longer drive to “nearby” vacation destinations.