25 Mar '13, 1pm

Southwest Airlines, Adams create marketing alliance

Southwest Airlines, Adams create marketing alliance

When David Ridley visited Adams' Golf headquarters in Plano, Texas, last November in search of a new set of clubs, the term "custom fit" took on a whole new meaning. Ridley, Southwest Airlines' senior vice president of business development, got more than a hybrid. He met Scott Blevins, Adams' chief marketing officer, and the two began exchanging ideas. One conversation led to another and it soon became apparent that an alliance between the two would create a tailor-made solution for both companies' marketing objectives. The end result: Southwest will use Adams and the sport of golf as vehicles to court more business travelers. Meanwhile, Adams gains exposure riding the marketing resources of one of the nation's major domestic carriers. At least through 2013, Southwest, in essence, will borrow Adams tour players – who will display co-branded staff bags and headwear – to enc...

Full article: http://golfweek.com/news/2013/mar/25/southwest-airlines-a...

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