The airline created a special shark-themed flight with an exclusive 'Shark Week' pre-premiere hosted by marine biologist Luke Tipple, in an effort to showcase its brand personality to consumers

Shark Week is a summer traditions, thanks to the Discovery Channel’s epic and often a little frightening coverage of these underwater creatures. Southwest Airlines decided to make a splash by partnering with the channel for the fifth year in a row to create a special flight that would let fans enjoy Shark Week in a new way.

The flight ran from LAX to Phoenix, a short 55-minute journey packed with drinks and special goodies made just for Shark Week, as well as some Shark Week trivia. The in-flight entertainment was led by marine biologist and Shark Week regular Luke Tipple, and was capped by a special pre-premiere screening of Discovery Channel’s Shark Week exclusive, Great White Abyss.

“People ask why would an airline partner with Shark Week … but the main thing that we utilize this relationship for is to show off our brand personality,” said Southwest’s manager of brand partnerships and entertainment PR, Michelle Agnew. “So, that’s why we decal the planes and do fun things like that.”

Though the flight was a one-time event, passengers on Southwest can watch Shark Week live on their flights from July 22 through 29 and ride in one of the five specially designed shark planes that are flying through August 31.

Southwest Airlines


Lead image: AirwaysLive via Twitter

Shark Week is a summer traditions, thanks to the Discovery Channel’s epic and often a little frightening coverage of these underwater creatures. Southwest Airlines decided to make a splash by partnering with the channel for the fifth year in a row to create a special flight that would let fans enjoy Shark Week in a new way.

The flight ran from LAX to Phoenix, a short 55-minute journey packed with drinks and special goodies made just for Shark Week, as well as some Shark Week trivia. The in-flight entertainment was led by marine biologist and Shark Week regular Luke Tipple, and was capped by a special pre-premiere screening of Discovery Channel’s Shark Week exclusive, Great White Abyss.