Image: Southwest Airlines

Southwest Airlines spreads LUV and kindness through unique partnership with hit Netflix documentary series The Kindness Diaries.

Whether it’s staging live concerts in flight or wrapping its liveries with sharks for Shark Week, Southwest Airlines definitely knows how to put the party in partnerships. And last week, the “airline with heart” put its money where its mouth is with the unveiling of a kindness-focused partnership with the hit Netflix documentary series, The Kindness Diaries.

Currently streaming its second season on Netflix, Diaries follows the globe-trotting adventures of author, eternal optimist and “all around good guy” Leon Logothetis as he sets off to see the world with no money, no food, no gas and no place to stay. Putting his trust in the hands of strangers he meets along the way, Logothetis hopes to prove to viewers (and himself) that even in our deeply troubled times, human beings are ultimately kind. The fact that Logothetis returns these stranger’s kindness with life-altering gifts is almost beside the point, but definitely makes for some of the most heartfelt moments in this truly inspired, and inspiring, series.

Inviting passengers to join in Logothetis’ mission through a kindness-based sweepstakes – in which a winner receives roundtrip air travel for themselves and a guest on Southwest, plus the ability to designate a 501(c)(3) charity of their choice to receive roundtrip air travel as well – Southwest is also offering up loads of custom and exclusive Diaries content in flight and encouraging passengers to share their own kindness experiences on social media using the hashtag: #gobekind.

And in season two of Diaries, Southwest actually plays a pivotal role in Logothetis’ journey by offering to fly him from San Diego, California, to San Jose, Costa Rica (via Houston) so that he can extend his kindness mission across the country and into Central and South America.

The Kindness Diaries is a perfect show for us to partner with because it aligns to the values that have been at the core of Southwest from the beginning,” Southwest spokesperson, Alyssa Foster told APEX Media. “We saw the connection between the people of Southwest practicing civility and following the Golden Rule and Leon celebrating the kindness of those he encountered in his travels.”

Already proving to be a huge hit with employees and passengers alike, Foster said the Diaries content on Southwest’s in-flight entertainment portal is among the top-ten most-viewed content options since it launched onboard in December of last year.

“Partnerships like the one we just launched with Diaries help us to create meaningful connections with our customers,” – Alyssa Foster, Southwest Airlines

“Partnerships like the one we just launched with Diaries help us to create meaningful connections with our customers. Through this partnership, we can bring our purpose to life for customers and employees through the mission and message of kindness we share with Leon and [the show],” said Foster. She also explained that as Southwest builds partnerships, it looks to see what additional offerings the airline can provide to its customers. “We saw a value in being able to offer the entire first season of Diaries, plus behind-the-scenes content, on our in-flight entertainment portal on all of our WiFi-enabled flights.”

Leon Logothetis, for his part, said last week that he is “beyond proud to partner with Southwest Airlines, a company that truly leads with Heart” and was “excited to share the power of kindness while inspiring people to go be kind.”

Foster said she couldn’t agree more, and suggested that partnerships like this are all in a day’s work for the airline.

“Southwest introduced a new look to our brand in 2014, proudly unveiling our new aircraft livery named Heart. The new look really put our heart on display, emphasizing the dedication our employees have always had to our customers to connect them to what is important in their lives,” said Foster. “We understand that we play a role in some of the most important moments in our customers’ lives and we take that to heart. So, it’s a true win when we can launch a partnership that showcases the amazing hospitality and kindness of our employees [and] some of the most important routes to the company.”

Tomás Romero is an award-winning writer/producer from Los Angeles.