Southwest Airlines, in a bid to win more frequent fliers in Atlanta, is offering local residents a free 2015 companion pass if they fly three roundtrips from Hartsfield-Jackson International Airport by May 17.

Dallas-based Southwest launched the promotion Friday morning with employees handing out $50 Southwest gift cards in the Westside Provisions district, at Technology Square by Georgia Tech and in Buckhead at Atlanta Tech Village.

The deal is part of an effort by Southwest to gain more customers as it goes up against dominant Delta Air Lines in Atlanta. Southwest entered the Atlanta market by acquiring AirTran in 2011, and finished combining the operations last year when it retired the AirTran name.

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