In the latest episode of 'The Engines of Texanity,' Southwest Airlines embraced its underdog persona with catchy marketing that played well in Texas.
Scott Ball / San Antonio Report
The established domestic carriers controlled access to the limited number of gates at major airports, all while charging overpriced fares. Knowing he couldn’t play the game better than the major airlines, King had a way to work around the regulatory moat built by the airlines. On March 15, 1967, Kelleher and King incorporated Air Southwest. Although Kelleher and King’s original goal was to be operational in time for San Antonio’s Hemisfair ‘68, the three most active Texas airlines — Braniff International Airways, Texas International Airlines and Continental Airlines — sued the Texas Aeronautics Commission when it approved Air Southwest’s charter application in February 1968. Kelleher took the case all the way to the Texas Supreme Court, where Air Southwest prevailed.
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