Southwest Airlines introduced its “transfarency” (transparency + fare) advertising campaign in 2015. The word “transfarency” was filed for a trademark on June 19, 2015. Southwest defined the term:
1. Philosophy created by Southwest Airlines in which customers are treated honestly and fairly, and low fares actually stay low—no unexpected bag fees, change fees or hidden fees. Created and practiced exclusively by Southwest Airlines.
Used a little transfarency today. Thanks for helping me out @SouthwestAir!
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11:18 AM - 26 Sep 2015
Published on Oct 8, 2015
At Southwest, we believe Customers should be treated honestly and fairly, and low fares should actually stay low.
Low fares. Nothing to hide. That’s Transfarency.℠
Dallas (TX) Morning News—Airline Biz Blog
Southwest creates new word ‘transfarency’ for new advertising campaign
Sheryl Jean Follow @SJeanDallas Email
Published: October 8, 2015 10:56 am
Southwest Airlines today unveiled a new advertising campaign called “transfarency” that focuses on its low fares and transparency in fees.
Southwest customers can see the new ads in the airline’s current (October) issue of its inflight magazine. “Transfarency” is on the cover and the ad above is on page 17.
The first television ad of transfarency campaign runs tonight during the NFL game, said Kevin Krone, chief marketing officer for the Dallas-based airline.
Chicago (IL) Business Journal
Southwest Airlines is now all about “transfarency”
by Lewis Lazare
Oct 8, 2015, 1:23pm CDT
The age of “transfarency” has begun at Southwest Airlines. The newly-minted word is at the heart of a new Southwest Airlines (NYSE: LUV) ad campaign from the GSD&M ad agency in Austin, Texas, that starts today.
New TV commercials, print, and digital components in the massive advertising push will talk about a theme that has long been tied to Southwest — its transparent ticket pricing structure.
Word Mark TRANSFARENCY
Goods and Services IC 039. US 100 105. G & S: Transportation services by air; providing transportation information to travelers regarding fares, timetables, and fees
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 86668468
Filing Date June 19, 2015
Current Basis 1B
Original Filing Basis 1B
Published for Opposition October 20, 2015
Owner (APPLICANT) Southwest Airlines Co. CORPORATION TEXAS HDQ 4GC 2702 Love Field Dr. Dallas TEXAS 75235
Attorney of Record Raghu B. Seshadri
Type of Mark SERVICE MARK
Live/Dead Indicator LIVE