Southwest Airlines entered the airline industry in 1971 with little money but lots of personality. Marketing itself as the LUV airline, the company featured a bright red heart as its first logo and relied on outrageous antics to gener ate word of mouth and new business. Fight attendants in red-orange hot pants served Love Bites(peanuts) and Love Potions(drinks)
As Southwest grew its advertising showcased its fo-cus on low fares, frequent fights, on-time arrivals, top safety record, and how bags fly free. Throughout al its communication offorts,