Frontier Airlines is offering one free checked bag as it tries to lure customers angered by competitor Southwest Airlines’ move away from its long-standing “bags fly free” policy.

The discount airline will offer one free checked bag on flights departing May 28 through Aug. 18 that are booked by Monday. It also is offering a bundle package of a seat assignment and carry-on bag without an upcharge.

The promotion comes just days after Southwest broke decades of precedent and announced that, starting May 28, free checked bags would be available to customers only on the highest price tier of tickets as well as certain members of Southwest’s rewards program.

In addition to offering the free bag with use of the promo code “FREEBAG,” Frontier’s announcement poked fun at Southwest with some thinly veiled references.

“Some airlines are walking away from what travelers love, but we’re running towards it. Think of this as the ultimate ‘divorce your old airline’ deal. If travelers show us the love, we’ll make these perks permanent. … We’re bringing back the things people love about flying — free bags, free seat selection, and flexibility — without the extra fees,” Frontier Airlines CEO Barry Biffle said.

Frontier Airlines currently allows seat selection, which Southwest is dropping in favor of assigned seating, for rewards program members with 10,000 or more air miles.

The use of “love” is not a coincidence; Southwest Airlines’ earliest branding campaign centered on the word, with tickets being issued by “love machines,” flight attendants serving “love potion” drinks and “love bites” snacks. The carrier’s stock symbol is LUV, and its logo is a heart.

Southwest Airlines began at Dallas Love Field airport, which was named by the U.S. Army in 1917 for deceased test pilot and 11th Cavalry First Lt. Moss L. Love.

• Brad Matthews can be reached at bmatthews@washingtontimes.com.