Southwest Airport Signage & In-flight Free TV

DISH had a partnership with Southwest where they sponsored free TV in flight on all Southwest flights. I was brought in to rethink the project after the first round of executions we not getting the desired result. The first opportunity I saw was to make a Customer Experience path that leveraged the existing Marketing buy - with preflight emails, airport signage and while on the plane. We took advantage of the opportunity to help people appreciate DISH as a brand and not just a cheap or Free TV provider. We worked hard to keep our sense of humor in the work, even as Southwest kept strict to guidelines.