SOUTHWEST FIRST AIRLINE TO START POST 9-11 ADVERTISING

New Spots Stress Strength of America

By Published on .

WASHINGTON (AdAge.com) -- Southwest Airlines is becoming the first airline to advertise following the last week's terrorist attacks.

Southwest is breaking new ads tonight replacing its normally humorous advertising with messages about the strength of America.

The two spots, created by GSD&M, Austin, Texas, will run tonight in nine local markets where Southwest has ads during local baseball games and on network coverage of National Football League games Sunday.

In addition, Southwest will run newspaper ads Thursday in The New York Times and USA Today.

One of the two TV spots features the voice of Southwest President-COO Colleen Barrett, who says the carrier's 32,000 employees are "pledging our allegiance to America. Nothing will keep our country or Southwest from moving ahead."

Other airlines today said they had no immediate plans to resume advertising, though Southwest's decision could change that.

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