HONEYMOON FOR HEROES

How can we create a magical, COVID-safe experience for first responder couples who canceled or postponed their wedding celebrations due to the pandemic?


In partnership with Brides.com, and with the help of FleishmanHillard Inc., Chase and Southwest Airlines set out to create unique backyard honeymoon experiences for five essential worker couples who postponed their wedding plans due to COVID-19.

They relied on MAS to design pop-up events that would closely mirror each couple’s original honeymoon plans. Each pop-up captured the individual couple and their unique love story. From enjoying a taste of Sonoma Valley to experiencing the great outdoors, glamping style, couples got to experience a special moment within the safety and convenience of their backyards. Each pop-up was photo-moment worthy, and a professional photographer joined the festivities and memorialized the experience.

The biggest surprise of the day was the announcement that each couple would receive 200,000 Southwest Rapid Rewards points via the Southwest Rapid Rewards Credit Card so they could travel in style during safer times.

This feel-good event received a lot of media attention from acclaimed publications. ABC7 Local NY News featured Honeymoon For Heroes in a live broadcast, and BizBash, Event Marketer, and Brides Magazine published features on the activation.

Southwest Airlines Rapid Rewards later used this feel-good experience for direct web advertising.

This feel-good event received a lot of media attention from acclaimed publications. ABC7 Local NY News featured Honeymoon For Heroes in a live broadcast, and BizBash, Event Marketer, and Brides Magazine published features on the activation.

Southwest Airlines Rapid Rewards later used this feel-good experience for direct web advertising.