And some modern commercials, from Southwest

August 26th, 2009 at 12:07pm Thomas V. Bona

How much have times changed? Now, instead of a commercial showing off hostesses in hot pants, Southwest Airlines is highlighting its lack of bag fees. As always, Southwest’s commercials are top notch. I particularly like the spot that’s been on local tv a lot, showing a baggage handler driving around while the narrator describes how other airlines “hate your bag”. I assume the baggage handler is an actual Southwest employee - he’s great!

I did some kicking around on Youtube and found a couple more ads from the “It’s On” campaign:

and

Finally, I also found this “behind the scenes” video by Southwest:

Great campaign. But I wonder, does Southwest’s “bags fly free” policy make  you more likely to use them? I usually don’t fly with checked baggage, opting for shorter trips where carry-ons suffice. So in that case, no, it doesn’t affect me. I do really like Southwest, but until they offer Milwaukee-LaGuardia flights, I’ll take other options to get to NYC. Here are some price comparisons for a weekend jaunt to New York in early December:

• Southwest, Midway to LGA - $219.20, including two bags
• Delta, Midway to LGA - $209.20, $224.20 for one bag, $249.20 for two bags
• United, O’Hare to LGA - $209.20, $224.20 for one bag, $249.20 for two bags
• American, O’Hare to LGA - $209.20, $229.20 for one bag, $259.20 for two bags
• AirTran or Midwest, Milwaukee to LGA - $217.70, $232.70 for one bag, $257.70 for two bags

If I was going without bags, I’d choose between the O’Hare and Milwaukee options, depending on if I needed to park. If I was lugging a bag, I might consider Southwest, but a $5 to $15 savings doesn’t seem worth it to go to Midway. Now, if I had kids, it might be a different story.

Personally, I tend to choose airline by price, convenience and amenites. If all things are relatively equal, I’ll choose AirTran out of Milwaukee since I am a rewards members there, find it an easier airport to travel in and the parking is cheaper. But if Southwest ever came to Rockford…

I don’t mind baggage fees. All it is is airlines raising fees more for those who bring heavier loads versus just jacking up the base fare for everyone in light of higher fuel costs. I’d rather have the choice of paying more for bags than paying more regardless. If baggage fees disappeared, you’d see it in the base fare  (notice how Southwerst’s base fare is higher than others … it’s a great deal if  you have bags, not as much if you don’t).

What about you? What affect do baggage fees have on your travel choices?

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