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Southwest Airlines is based in Dallas, Texas. Southwest is the largest airline in the United States, based on domestic passengers carried, as of June 30, 2010. Southwest operates more than 3,100 flights a day, as of January 2011, utilizing a fleet of 547 Boeing 737 aircraft. Southwest is known throughout the aviation industry as a "low-cost carrier" because of its unique business model. The model includes flying one aircraft type, the Boeing 737, on high-density routes throughout the United States. Southwest's "low-cost" business model is further defined by the airline not offering many services, which are a standard offering on most traditional American carriers, such as a First Class cabin, airport lounges, reserved seat assignments, and video/audio programming. By not offering these services, Southwest claims that it can offer lower fares and produce a higher return on invested capital than other airline companies. On September 27, 2010, Southwest Airlines announced it would acquire AirTran Airways.  The company has employed humor in its advertising. Slogans include "Just Plane Smart", "The Somebody Else Up There Who Loves You" and "THE Low Fare Airline". The airline's current slogan is "It's On.". A select history of print and video ads are available on the company website.