In the fun Southwest style, we took a lighthearted approach in acknowledging that even though air travel has changed, we were trying to make things as easy as possible. We recommended giving customers an inexpensive, but significant gift — a lanyard that could hold a customer's ticket and I.D. so he or she wouldn't have to fumble for those items while passing through the screening line. This piece provided an entertaining and educational message regarding the improvements Southwest Airlines was making in operational systems and at the same time rewarded customers for their loyalty.

The programme was successful in creating a streamlined quick, flexible shell that was very cost effective and impactful.