Wednesday, June 10, 2009

Southwest's 'Sr. Destino' Offers Assistance

Southwest Airlines has created a Hispanic-market campaign called "Mr. Destination" that includes television, radio and online elements.

The campaign features Sr. Destino ("Mr. Destination"), a fictive "ultimate travel companion," who helps the traveler make important business deals, vacations, meetings and the like.

The effort, which launched last week, is running on Univision, Telemundo, Azteca, Galavision, CNN Español, ESPN Sports, national Hispanic radio stations and Internet portals like Univision.com.

A spokesperson for the Dallas-based airline says the two ads -- one for business-class customers and the other for leisure travelers -- are in Spanish, with a bilingual landing page on the Web site.

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