This article about Southwest's success in the Asian-American niche has some good insights.
Sponsoring the San Francisco parade fit with Southwest's goals. Nieto says the airline's strategy is to focus on events that position it as the hometown carrier. It tries to target what she calls the "passion points" of a given demographic segment. In the case of Asian Americans, those are family-related celebrations.
"Southwest isn't looking at the short-term sell, but they embrace the community by demonstrating they want to serve and care for them," said Vicky Wong, vice president at Dae Advertising, an Asian-American ad agency. Southwest is one of its clients.
Serve and care for them. Nice. That's what it should be about. Focus on the customer, on your value proposition, and profits will follow.