Southwest Airlines Co. (NYSE: LUV) launched a new brand campaign called "Enter Airplane Mode" on Oct. 5, 2026, aimed at encouraging travelers to book vacations amid what the company describes as widespread burnout.

A Southwest-sponsored online survey of more than 2,000 U.S. adults aged 18 to 64, conducted in August 2026, found that 76% of respondents said they were experiencing burnout, and 68% believed a trip could help them regain control of their time.

As part of the campaign, Southwest introduced a feature called "Notification Vacation," an online tool that allows Rapid Rewards members to upload a screenshot of their phone's notifications in exchange for Rapid Rewards points. Members can earn between 1,000 and 10,000 points through this promotion, with a total of 150 million points available. A separate "Burnout Quiz" offers eligible members 500 points per completion, with 37 million total points available. Combined, the two promotions make up to 187 million points available across all participants, though individual awards are capped separately under each promotion's terms.

The campaign's television spots were directed by Will Speck and Josh Gordon and voiced by actor Adam Scott. The ads were created with advertising agency GSD&M, with media handled by Spark Foundry and creator outreach managed by Later.

"With a Customer extension called 'Notification Vacation' we are taking it one step further from simply encouraging you to take the trip to helping you bring it to fruition," said Sabrina Callahan, Southwest's Senior Vice President and Chief Digital & Marketing Officer.

Southwest also referenced recent service changes, including assigned seating, updated boarding procedures, free Wi-Fi for Rapid Rewards members through a T-Mobile partnership, and Starlink satellite internet on select aircraft.