In Their Element
by Alex Esguerra
Title
In Their Element
Artist
Alex Esguerra
Medium
Photograph
Description
The story of Southwest Airlines reads like a fairy tale. Started up in Texas in the 1970s, it met fierce opposition from the local competition that wound up in a court battle. But the carrier survived that initial challenge, and since then has flourished.
There's little secret as to how Southwest's success has been so consistent. They were a no-frills, low cost carrier even before deregulation was enacted, are amazingly savvy with their business practices (such as jet fuel price hedging or reliance on a single aircraft type), focus heavily on employee satisfaction, and (much like then California-based PSA) are play it on an more informal friendly tone with their customers. Initially a more regional airline, Southwest Airlines is now coast to coast in the United States, all while retaining their more regional-sounding name like a badge of honor.
Even the sky on the day this shot was taken seemed to acknowledge the greatness of Southwest Airlines. The brilliant orange and blue and the way the sun's rays reflect off the 737 with a gold shine seem to mirror the colors of the company's Canyon Blue Livery.
Uploaded
April 26th, 2014
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