I actually rode this plane yesterday from Orlando to Denver. I have 3 kids and we never even knew that there was a swimsuit model on the side of the plane until we landed. And getting a glimpse of her was difficult as the walkway from the aircraft blocked our view. What was funny is that I saw a whole bunch of oggling airline employees sitting in their golf cart type vehicles looking at the plane when I finally had to ask someone what they were taking pictures of.
I don't know if it is tasteful or not but I'll bet Southwest get's a lot of publicity for this and by way of publicity... lot's of money.. to be honest I would have flown Southwest simply for the sense of humor the flight attendants had. I love the jingles that they would sing after we landed. It doesn't bother me that they have a woman in a bathing suit on the plane, I just hope that they put Fabio on the next one...
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