The DOT fine announced today is related to an October 2013 fare sale in the Atlanta market that was supported by television ads offering fares starting at $59 one-way. Unfortunately, the audio portion of the TV advertisement incorrectly stated three cities that were never intended to be a part of the $59 sale. As soon as we became aware of our mistake, we immediately pulled all incorrect advertisements off the air.
Despite our unintentional error, the sale provided significant savings to consumers in Atlanta and across the country – collectively more than 300,000 consumers saved millions of dollars. Southwest provides Customers more discounted seats than any other airline in the U.S. In fact, in 2013 the airline ran 63 separate fare sales - averaging more than one fare sale a week.
We are proud of our low fare commitment to consumers and appreciate the business and support from our Customers. We will continue to provide exemplary Service at low fares.