Shark Week has become a mainstay on TV since it debuted in the late 1980s. Now, it's set to take to the sky.

That will come courtesy of Southwest Airlines, which is joining the fray with a shark-themed livery on one of its Boeing 737-700 aircraft. The jet features Southwest's usual paint scheme, but has several sharks circling near the tail of the aircraft along with a Shark Week logo.

The shark-themed livery will fly on the 737-700 through Aug. 31.

Southwest says the partnership with Discovery Channel allows the airline to draw attention to its aircraft and in-flight entertainment, which will feature Shark Week content during the promotion. Customers will even get a sneak-peek of some Shark Week content ahead of its June 26-through-July 3 airing on the Discovery Channel.

Southwest also will use the promotion to highlight its new and growing list of international destinations. A portion of the Shark Week TV content comes from Costa Rica, where Southwest notes it serves both the capital of San Jose and the Pacific Coast destination of Liberia from several U.S. cities.

"Now more than ever, brands have to be creative and unique in their approach to reach new Customers," Southwest spokeswoman Linda Rutherford says in a statement. "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."