Another example of southwest’s ad campaign was its response to a 1992 northwest airlines commercial. Limiting the field of competition to the seven largest domestic curriers and thus excluding southwest, northwest claimed to have won the diple crown for may 1992 and ran print and tv ads to publicize its claim. In a play , southwest announced:
After lengthy deliberations at the highest executive levels, and extensive consultation our legal department. We have arrived at an official corporate response to northwest a lines claim to be number one in customer satisfaction.