First USA Inc. is making its maiden voyage with a frequent-flier card.

The Southwest Airlines Rapid Rewards Visa was launched with great fanfare Wednesday morning. Senior executives from Visa, First USA, and Southwest were on hand at Love Field in Dallas.

Limited Time Offer

Save $400 off your subscription. Special offer ends April 30, 2017.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.