Even April Fools' Can't Stop Southwest Talking About Bag Fees

Last Updated Apr 5, 2010 6:40 AM EDT

April Fools' Day brings out the best in those companies that have a sense of humor. This year, the usual suspects played tricks on all of us in the airline industry. WestJet, for example, introduced Clapper technology for passengers to operate onboard electronics. (If you don't believe me, you can do a Topeka search on it.) But only Southwest was able to expertly weave its primary marketing message into the gag. Nice work, guys.

On Friday, I mentioned how Southwest had really only started marketing its Bags Fly Free efforts effectively in the last few months. Now that effort is like a finely-tuned machine that hammers home the key message at every turn. And that's why Southwest rolled out the T7 yesterday. What's the T7? Take a look:

That's right, it's a trailer to carry bags behind the airplane. There are so many things that are awesome about this that I don't even know where to start. I guess we have to start with the guy our host in this video, Steve Day. There is no better way to describe him than as a good ole' boy. The soaring musical score only enhances the excellent technical explanation of how this was achieved. Yes, they were "workin' on the angel of the dangle" and "it was just a matter of jigglin' it a little." I love it.

But ultimately, it comes back to that Bags Fly Free campaign. Right up front, you hear Steve say,

What with Southwest carrying all these additional bags for free, I thought, why not? And a trailer is true to our Texas roots.
Great job, Southwest. This is a fantastic April Fools' gag all around.

[Photo via Southwest]