THE OPPORTUNITY: As part of Southwest’s new partnership with the Chicago Cubs, they are provided a lounge space within Cubs Convention exclusive to only Season Ticket Holders. This space is typically overlooked and historically where brands just slap their logo on the wall and provide a small resting area. We wanted more for our guests and desired for Southwest to make a meaningful connection with the Cubbies most passionate of fans. Our challenge was how might we reimagine this space and experience into something that will truly leave a lasting positive impact on Cubs fans that they will forever associate with Southwest.

THE INSIGHT: The clubhouse is where the heart is of all baseball teams. It’s where the frustrated locker room talks happen and where the champagne floods the room when a World Series is won. It’s the good and the bad. Its real. 

As Southwest aims to make an authentic and true connection with the Cubs fanbase, we aimed to provide an experience that fans have never been able to receive before. We took the Cubs most passionate fans to the heart of their beloved team. We took them to the Southwest Club.

THE EXECUTION: We transformed the outdated, small lounge space into an intimate, premium clubhouse. We fused the hospitality and joy of Southwest Airlines with the energy and experience of the Chicago Cubs locker room. The space featured exclusive meet and greets with Chicago Cubs’ legends and current players rotating every 30 minutes, a surprise and delight moment where Pete Crow-Armstrong did his first public autograph signing exclusive to Season Ticket Holders, limited-edition cobranded clubhouse merch like collectable pins and hats, premium drinks and bites, comfortable lounge furniture and even our giant airliner seat to take a photo in and have your picture printed into a collectable postcard.