Shark Week is coming, and Southwest Airlines is all in.

Through the end of August, the airline’s shark-themed B737-700 will be plying the otherwise-friendly skies, to promote Southwest’s growing presence in such international destinations as Costa Rica, which will be featured in Discovery Channel’s Shark Week programming, from June 26 through July 3.

According to a Southwest statement:

Now more than ever, brands have to be creative and unique in their approach to reach new Customers. Partnering with Discovery’s Shark Week allows Southwest to connect with our Customers in a fun and memorable way. Only on Southwest can you enjoy this Shark Week experience, and that’s what it’s all about.

Also in conjunction with Shark Week, Southwest and Discovery are hosting a sweepstakes, “Dare to Dive,” featuring a trip to Puerto Vallarta as the grand prize.

It’s all in good fun. And harmless, too, as long as the sharks aren’t allowed on board.

After 20 years working in the travel industry, and almost that long writing about it, Tim Winship knows a thing or two about travel. Follow him on Twitter @twinship.

This article first appeared on SmarterTravel.com, where Tim is Editor-at-Large.