Southwest Airlines Co. has hired Wunderman, the interactive arm of Young & Rubicam Brands Inc. in Irvine, as agency of record for the airline’s frequent flier program.
Dallas-based Southwest put the account under review about seven months ago.
It selected Wunderman out of a group of 23 other agencies throughout the U.S.
The account was a major win, since Y & R; recently lost Land Rover North America Inc., its last big automotive account, to the company’s New York office.
Wunderman will handle marketing for the frequent flier program including TV, print, direct mail and digital advertising.
There are no details about the upcoming campaigns. Southwest has some big plans, said Dan Olson, chief executive at Y & R.;
“They came up with Rapid Rewards to revolutionize the industry last time, it’s easy to say they’re going to do the same again,” Olson said.
Y & R;, part of Britain’s WPP Group PLC, is looking to launch marketing campaigns for Southwest sometime in the fourth quarter.
There may be some prelaunch stuff in late third quarter, Olson said.
Southwest is looking to make a push this year with a redesigned Web site that’s in the works and by being more bullish with its code-sharing program with other airlines.
It is Wunderman’s second big airline account. It finished work on an in-flight entertainment system called Red two years ago for Virgin America Inc., the Northern Californian airline partially owned by Britain’s Virgin Group Ltd.
Car Guide Marketing Push
Costa Mesa’s National Appraisal Guides Inc., a publisher of pricing and marketing research guides for new and used autos, has stepped up its regional marketing with a new public relations agency, spokesman and Web site.
The publisher of NADA guides has hired Driven Media Communications, a Temecula-based automotive marketing agency, to help bring visitors to its Web site.
The publisher previously worked with San Clemente-based Splash Media.
“With the way the auto industry is in flux, NADA is looking to gain market share in a very crowded marketplace,” said Mike Caudill, president of Driven Media.
Driven Media will be handling media relations, communications material and trade show support at automotive events.
Caudill also is serving as the company’s spokesman. He’ll be attending industry events for NADA.
“NADA originally approached me a year ago to become a spokesperson because of my experience in the auto industry, but our relationship evolved from there,” he said.
The company is launching a redesigned Web site with a series of new features due in the next quarter.
NADA competes with Irvine-based Kelley Blue Book Co. and Santa Monica-based Edmunds.com Inc. Each has invested more heavily in its Web site in the past few years.
Ruby’s Facebook Page
Newport Beach-based Ruby’s Diner Inc. is expanding its marketing into social networking.
The 1940s-themed diner with 17 Orange County restaurants has been tapping social networks with a Facebook page and Twitter channel.
The move builds on an e-mail marketing program at Ruby’s, said Doug Cavanaugh, chief executive.
Ruby’s hopes to market itself, offer specials and drive repeat customers with its social networking efforts.
Cavanaugh calls it new territory: “We don’t know if this is going to work,” he said.
The chain has been “testing the waters” with interactive marketing at its restaurants in Petco Park in San Diego, Angels Stadium of Anaheim and Honda Center, Cavanaugh said.
Ruby’s sends out text messages to fans at San Diego Padres, Los Angeles Angels of Anaheim and Anaheim Ducks games offering specials, he said.
“Those have been pretty successful so far,” Cavanaugh said. “It’s still in its infancy.”
The restaurant chain has been retooling its marketing since last year as consumers have shied away or traded down from casual and family sit-down restaurants to fast food.
“Across the board, restaurant sales are down as people manage their purchases and eat out less,” Cavanaugh said.
Ruby’s started a shake promotion last month that drove more sales, he said.
The restaurant also is rolling out value meals and all-day breakfast this month.
Bits and Pieces:
Irvine-based Boost Mobile LLC, the prepaid cell service unit of Overland Park, Kan.-based Sprint Nextel Corp., has launched its “Unwronged” campaign this month that takes aim at its rivals. The commercials created by Santa Monica-based 180 L.A. are part of Boost’s largest marketing push for a new $50 talk, text and Internet unlimited plan Newport Beach-based Orange Label Art + Advertising has been hired by Huntington Beach-based Speech & Language Professional Services, which places speech language pathologists in schools. The ad shop is working on the company’s logo and trade show strategies.
