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Along with traditional spots, the campaign landing ahead of the summer travel rush includes partnerships with online creators who will produce content for specific Southwest destinations. The brand has additionally crafted ads targeted at key local markets.

“We’re expanding our collaborations with influencers to highlight many of our amazing destinations,” said Julia Melle, director of brand and content at Southwest Airlines, in a statement. “We’re excited to invite a new generation of Customers to see what the airline with Heart has to offer.”