Southwest Vacations uses Performance Marketing to Track Their DRTV Efforts

Project Description

Modus Direct worked with the team at Southwest Airlines Vacations to launch a campaign to improve the passenger and origin rates within specific markets. We tested it in two local markets and benchmarked the performance in these markets before, during and after the test. In the markets we tested, passengers were up during the media flight period by 97% year over year. These two markets were compared to other markets nationwide – all markets adhering to the same benchmark parameters. In the non-media markets origins were down 32%.