Southwest Airlines can't seem to get away from one of its more familiar taglines.
The carrier this week is reviving its "Wanna get away" slogan after a nine-year-hiatus. The national campaign will include a new spot that was created by GSD&M, Austin, Texas, a partnership with CBS Sports and a social media push asking consumers to share cringe-worthy moments they want to get away from.
Although the airline has many memorable taglines -- "Love is in our Field," "You're now free to move about the country," "Somebody up there loves you" and the short-lived, but well-received, "Just plane smart" -- this is the first time the airline is bringing back a former tagline in its 45-year history.
"When you hear, 'Wanna get away,' you think of Southwest Airlines. It's an idea with a ton of brand equity," said Lara Bridger, group creative director at GSD&M. "Southwest is bringing it back, but honestly, most people will think it never left."
That may be because its website lists "wanna get away" fares.
As part of the marketing program, Southwest will partner with CBS Sports and promote "Wanna get away" football moments throughout the NFL season. Network sportscasters will use the line during live pre-game programming from September through January.
"The moments will most likely be from last week's game, but we feel this is the perfect combination for the return of our iconic 'Wanna get away,'" said Anne Murray, senior director-marketing communications. "This is going to be a big part of our sales drive and tying it in with our great price point is the brilliance of the campaign."
The carrier will also look to promote #WannaGetAwayIsland on social media, where it will ask users to share embarrassing moments in exchange for a chance to score a free vacation.
The new video will be shown on TV, digital, social media and print. The centerpiece of the carrier's push is a humorous 30-second spot that parodies a live news interview where an anonymous source's identity is accidentally revealed by what appears to be a clumsy intern.
In 2014, the company underwent an unprecedented brand refresh. It revamped its campaign, tagline, in-airport signage and even the aesthetics of its planes. U.S. ad spending for the carrier in 2015 was $218 million, according to Kantar Media.
The company's tagline prior to the reintroduction of "Wanna get away" was "Low fares. Nothing to hide."