Rewarding Re-launch

Southwest Airlines was the last major airline to launch a frequent flyer program. The airline wanted to recapture share of the lucrative business traveler segment lost to the competition's frequency incentives.

Re-designed and re-branded Southwest's frequent flyer program into Rapid Rewards to attract a broader range of a well-defined target audience. In keeping with the brand, the program design balanced the company's economic needs and the customer's value needs of simplicity, exceptional value and minimal restrictions.

New positioning focused on a simplified program with the distinctive value of earning credits vs. miles, immediately improving awareness and appeal among target audiences and growing the customer base over 400% in the first two years.

The program gained best-in-class stature with exceptional target audience penetration. Rapid Rewards has been honored with more than 20 Freddie Awards including Program of the Year, Best Bonus Promotion, Best Web site and Best Customer Service.

"Susan understands and promotes our brand at all times. She is incredibly energetic, enthusiastic, innovate, creative and 'spunky', if you will. She is tenacious, articulate and an effective negotiator on behalf of our brand and customers. And, she understands what it takes... to move our business forward."
Colleen Barrett, President Emeritus, Southwest Airlines