Following Braniff’s announcement, Southwest put a two-page advertisement in Houston and Dallas newspapers, with the caption “Nobody’s going to shoot Southwest Airlines out of the sky for a lousy $13.” The ad went on to describe that Southwest was giving customers a choice: customers could choose to pay the reduced $13 fare, or they could pay the normal fare of $26 and receive a complimentary fifth of Chivas Regal scotch, Crown Royal Canadian whisky, or Smirnoff vodka. Nondrinkers would receive a complimentary leather bucket.
An ad with great premiums can be powerful.
