Southwest Airlines launched a new advertising campaign called “transfarency”, aims to market low fares and transparency of cost of the air travel industry (with no unexpected baggage costs, stopover fees, or any hidden charges). The new advertisement appeared on page 17 of its October (2015) inflight magazine. The transfarency comes from transparency + fare. Kevin Krone, the chief marketing officer of Southwest Airlines said “It’s time to remind people that there’s a different airline out there”. (Dallas Morning News, 2016)