Southwest Airlines wants to surprise and delight some of the most frequent travelers in the carrier’s Rapid Rewards loyalty program.

Called “Heart of Travel,” the Southwest project intended to bring about this upbeat reaction started this month with an email to the most elite members of the airline’s Rapid Rewards loyalty program.

The “Heart of Travel” email introduced the project by noting that “you (the very frequent traveler) could have flown with anybody, but you chose to fly with us” and went on to say the work of art is a demonstration of the airline’s appreciation for the customer’s loyalty.

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About the Travel Category
Sites that provide travel services and information. These include online agents for purchasing tickets, hotel rooms, rental cars, vacation packages and other travel services. Includes online travel guides, travel writing and travel tools.