Southwest’s arrival in Knoxville marked the airline’s first service to the city, introduced through a destination-led email announcement. I built the creative around a bold “Knock, Knock Knoxville” message, pairing layered mountain scenery with a warm sunrise gradient to capture the character of East Tennessee. The layout balanced the new-service announcement, launch timing, and booking call to action within a clear mobile-first hierarchy. Supporting teaser copy and visual clues helped build anticipation before revealing the new destination.