Southwest Airlines "Free Hobby" Campaign  | Case Study

Client: Southwest Airlines “Free Hobby” Campaign

Project: Public Relations | Public Engagement | Public Affairs

 Objective: To pass a “memorandum of understanding,” allowing the expansion of five international gates at Houston Hobby Airport 

Strategy: The One World team developed and implemented a public relations, engagement and affairs strategy – in only a matter of weeks – to ensure a successful vote on Houston City Council. specifically, we were responsible for:

  • Engaging community grasstops and grassroots stakeholders, encouraging participation in City Council public meetings and civic engagements,
  • Executing of traditional and non-traditional media strategies to build awareness on the project,
  • Executing public relations tactics including staging a media opportunity at Houston City Council and, 
  • Lobbying and ultimately persuading Houston City Council members to vote in favor of the expansion of five international gates at Houston Hobby Airport.

Our success derived from the incorporation of an integrated public engagement and lobbying strategy. our team was able to communicate with local, state and federal elected officials, area employees, the business & civic communities while building community-wide acceptance and support of the expansion. 

Result: The Houston City Council approved the “memorandum of understanding” between Houston Airport Systems and Southwest Airlines by a 16-1 vote on May 30, 2012.