Southwest Airlines Don’t Be a Bin Hog Advertising Campaign
Highly Collectible
In 1998 Southwest Airlines decided to
rename Groundhog Day as Bin Hog Day to help kick off a marketing campaign
intended to promote customer awareness of their new carry-on baggage policy.
As load factors grew throughout the
‘90s, it became evident that the overhead bin space shared by passengers was
becoming a premium. Excessive carry-on luggage contributed to delays and
was also against FAA regulations to exceed the capacity limitations of any
onboard stowage compartment, so something had to be done to heighten customer
awareness.
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| Southwest Airlines launched their Don't be a Bin Hog campaign in 1988 |
Southwest Airlines decided to adopt a
new approach to combat the pesky packer by creating the Don't be a Bin Hog campaign to
reinforce their carry-on policy.
The marketing department came up with an
awesome, humorous advertising campaign featuring an anxious-looking blue pig overloaded
with everything but the kitchen sink, rushing to make the boarding gate on
time. The poster displays a wristwatch with the scuttling, overladen Bin Hog on
the face of the wristwatch.
Jetway posters, luggage tags, and
buttons worn by Employees helped spread the message: “Don’t Be A Bin Hog!” The mascot’s
luggage carried the initials B.H. for Bin Hog. The poster also said: “Thanks
for keeping Southwest on time” and carried the warning that a two-item limit
was strictly enforced.
Competition among airlines is fierce
and it is imperative that carriers deliver on their promises. Punctuality is a
critical issue when it comes to flying. Boarding passengers and getting them
seated in a timely manner is an important factor in planes taking off on time. Southwest
gets this, and their Bin Hog campaign is a light hearted way of getting their message
across and delivering on the brands promise.
There has been a resurgence of interest
in travel posters in recent years. Not only do travel posters provide a unique
slice of history, they also give people the opportunity to decorate their homes,
offices and boardrooms with collectible artwork at reasonable prices.
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