Alaska Airlines
Russell Wilson TV
Project: Fly smart, Land happy™ brand extension.
Problem: Competitor airlines have increased their presence in the Northwest market.
Solution: Leverage the popularity of Russell Wilson to turn up brand awareness and to maintain dominance in the region.
Role: Concept, Copy, Creative Direction, On-set Direction
Mileage Plan Activation Events
Project: Flight 3 Activation
Problem: Increase membership numbers for Mileage Plan™, Alaska’s frequent flyer loyalty program.
Solution: Hold a party at the gate and sponsor a flight to each Russell Wilson road game that’s in or near a city where Alaska flies. Mileage Plan members earned three times the miles round trip on Flight 3 sponsored flights.
Role: Copy, Strategy, Creative Direction, On-set Direction, Swag Slinger
Mileage Plan Member Benefits
Project: Wine Flies Free program
Problem: Guests checking a case of wine on board had to pay a standard baggage fee, making it difficult to bring wine home from wine country.
Solution: Reward Mileage Plan™ members with the benefit of checking a case of wine from western region wineries for free, which also encourages guests to sign up for Mileage Plan, a free frequent flyer loyalty program.
Role: Concept, Copy, Strategy, Program Naming
Social Media Video
Mileage Plan for Business
Project: Corporate Travel
Problem: Many businesses have deals for discounts with competing airlines.
Solution: Run marketing pieces in business venues that convey the additional benefits of Mileage Plan™ for the corporate traveler.
Role: Strategy, Concept, Copy
Poster/Print Ads
