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In April, Southwest Airlines announced it would cut flights to multiple airports, including Chicago’s O’Hare International. And so far this year, Southwest flights are down at both O’Hare and the carrier’s key hub at Midway. But Southwest is doubling down on the Chicago market with a new advertising campaign that pokes fun at iconic city staples, like Italian beef, giardiniera and the region’s long winters. The airline is aiming to lure back travelers in Chicago, one of two cities in the country Southwest is targeting as it seeks to reintroduce itself after a turbulent few years. The new campaign, which will also feature national ads and those highlighting another large competitive market, Denver, and the vacation destination Hawaii, comes as Southwest is locked in a battle with an activist investor seeking control of the company and has begun to revamp its business model, seeking to reverse slumping profits.

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