Southwest works up NHL ad effort; Sun Belt carrier expands links to sport to reach business travelers.

Advertising Age,  August, 2000  by Goetzl, David

Tags: advertisement, Sun Microsystems Inc.

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A Sun Belt airline linking with a sport played on ice?

It would have been unheard of only a few years ago. But as hockey moves south and Southwest Airlines moves northeast, the low-cost carrier has inked a wide-ranging marketing deal with the National Hockey League and the networks that carry its games.

The four-year agreement gives Southwest the designation as the official airline of the NHL and the chance to run its usually humor-heavy ads during league games on ESPN, ESPN2 and ABC. The ads will begin airing in January -- after Southwest's long-time agency GSD&M, Austin, ...

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