With the acquisition of AirTran Airlines, Southwest Airlines was set to fly in and out of Atlanta for the first in history. The nations biggest domestic carrier was coming to the world's busiest airport. To inform the people of Atlanta and future new markets all the ways that Southwest will make flying better for them, we created the Why Fly Southwest campaign. We started by building a microsite like no other. Each section used simple, bold graphics and fun user interactions so users can learn about all the ways Southwest puts their customers first. We then created fun and engaging banner ads that directed people to the site. Next we created outdoor billboards placed along the busiest interstates running though and around Atlanta.