“Hey Atlanta, you know how we know this is a real relationship? We’re picking you up at the airport.”
So begins a short radio spot for the “Heartlanta” campaign Southwest Airlines is using to target air passengers in Delta’s backyard, where the global travel giant operates seven out of 10 flights.
After Delta—which claims Hartsfield-Jackson Atlanta International Airport as its hub—altered its SkyMiles program to benefit business travelers buying high-priced fares, Southwest is trying to exploit the change to its advantage.
In early February, the airline rolled out inexpensive rates for several dozen flights from Atlanta, among them Los Angeles ($198 one-way) and Washington, D.C. ($98 one-way). The fares are good through May 20.