Southwest Airlines presents “Mr. Destination”


The word “destination” has a double meaning in Spanish – it can describe a travel destination or your future. For Southwest Airlines, it is a summer Hispanic ad campaign that will be featured on television, radio and online. The ads reinforce Southwest’s strength in offering dependable and affordable, worry-free travel.

“Mr. Destination is your ultimate travel companion, who doesn’t let you miss the significant things in life, like the big business deal or seeing your family enjoy a summer vacation,” said Monica Gattoni, senior manager of advertising for Southwest Airlines. “Southwest Airlines is Mr. Destination, making travel possible by offering the lowest fare and exceptional Customer service for which we are known. We make your destination the ultimate travel experience.”

The Mr. Destination campaign will run on Univision, Telemundo, Azteca, Galavision, CNN Español, ESPN Sports, national Hispanic radio stations and internet portals like The campaign will introduce Mr. Destination, a personification of the importance of travel. Mr. Destination will show Customers how they missed the important business deal or their family’s vacation by not traveling this summer. The main role of Mr. Destination is to remind Customers that travel is an essential part of summer.

The original concept and ad production was created by Dallas-based Dieste. Dieste has been the Hispanic AOR for more than 10 years for Southwest Airlines.

Editor’s note: Reader Jose “Pepe” Echegaray, VP of International Sales, Latin America Power Corp. tells RBR from this mention in our PM report on Friday: “The word “destination” in Spanish has only one meaning, travel destination. Your future is Spanish is “destino” or destiny in English. Someone better inform the airline before they spend all that money in an ad campaign.”