Alaska and Hawaiian Airlines Soar with New Branding Campaigns
As millions tuned in for Sunday’s Big Game, , Alaska Airlines and Hawaiian Airlines launched new brand campaigns designed to resonate with travelers and highlight each airline’s unique identity. The commercials debuted during the high-profile sporting event, marking a significant investment in reaching a broad audience.
Hawaiian Airlines’ campaign, “We Fly for Hawaiʻi,” centers on the airline’s 96-year history as Hawaiʻi’s carrier. The campaign features content created and submitted by Hawaiian Airlines employees, showcasing their pride in connecting island communities and sharing Hawaiian culture with visitors. “Flying for Hawaiian and being part of this campaign is my way of honoring our legacy of mālama — caring for others the way we care for our own, fostering connection and carrying Hawaiʻi with us wherever we fly,” said Thalia A., a flight attendant with the airline.
The “We Fly for Hawaiʻi” campaign isn’t a one-time event. Hawaiian Airlines plans to release a yearlong series of stories “by Hawaiʻi, for Hawaiʻi,” celebrating how residents utilize the airline for work, family visits, and the start of vacations. The airline is also encouraging participation from the public, inviting Instagram users to share their favorite Hawaiʻi moments using the hashtag #WeFlyForHawaii for a chance to be featured in future commercials.
Alaska Airlines, meanwhile, debuted its “Welcome to Alaska Airlines” spot, inviting viewers to explore the world with the fourth-largest global carrier in the U.S. The commercial leans into the daydreams of a global traveler, emphasizing what sets Alaska Airlines apart: a growing international network, new premium offerings, and a commitment to genuine care for passengers across all cabins.
The launch of these campaigns comes as both airlines navigate a changing landscape in the travel industry. According to a recent report, airlines are increasingly turning to social media influencers to promote premium travel experiences and new routes, appealing to a younger demographic that values curated lifestyles. This strategy represents a shift away from traditional loyalty promotions and airfare sales.
However, the effectiveness of influencer marketing remains a question. Some travelers, like one reader commenting on Beat of Hawaii, question whether those who follow influencers can actually afford the elevated travel experiences being promoted. “I’m young, only 24, but I can tell you for a Fact no one who listens to ‘influencers’ can afford Hawaii,” the commenter wrote. “If you have time to listen to what those idiots have to say you aren’t productive and can’t afford to take nice vacations.”
Alaska Airlines is also leveraging celebrity endorsements, featuring Tan France and Nick Cho in its commercials alongside airline employees. France, a fashion designer, and Cho, a TikTok creator, previously appeared in Alaska Airlines commercials, chosen for their ability to embody the airline’s values of joy and care. Sharon M., a lead customer service agent based in New Jersey, was among nearly two dozen employees selected to star in the new series of commercials. “I get to represent a company, it’s tremendous,” she said. “I get to continue to live my dream. I cried.”
The commercials also highlight the benefits of the Alaska Airlines Visa® card, including the Famous Companion Fare™ program with no blackout dates or change fees. The airline emphasizes that Alaska miles never expire and that cardholders can earn miles 30% faster compared to other U.S. Airlines.
These new branding efforts follow the completion of Alaska Airlines’ acquisition of Hawaiian Airlines on , for $1.9 billion, creating one of the largest airlines in America. While the merger has been finalized, some loyal Hawaiian Airlines passengers have expressed concerns about the potential disappearance of the Hawaiian Airlines brand in the future.
The debut of these commercials during the Big Game signals a strategic effort by both Alaska and Hawaiian Airlines to capture the attention of travelers and reinforce their brand identities in a competitive market. The success of these campaigns will likely depend on their ability to connect with audiences on a personal level and deliver on the promise of a memorable travel experience.
