On June 18,1971, amid a heavy advertising campaign to promote the new airline-as well as restraining orders issued after complaints by its competitors Southwest launced 6 round-trip flights between Dallas’s Love Field and San Antonio and 12 round-trip flights between Dallas and Houston. The takeoff proved to be less than auspicious. Some days saw the airline carrying a total of only 150 passengers on its 18 round-trip flights. Nevertheless, Muse persevered with his ideas by offering unbelievable prices, gimmicks, and creative advertising.