Alaska Airlines: Care Coalition

Problem: The vast majority of travelers purchase flights based on price and schedule. Post merger and expansion, Alaska Airlines was looking for a way to deepen the brand's relationship with its travelers.

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Insight: Alaska Airlines is “The Most Caring Airline”

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Solution: Develop a 360 campaign featuring a secret counsel composed of the most caring individuals in the universe. Tan France, Nick Cho (@YourKoreanDad), Funshine Bear (Care Bear), Snuggie, Mother Nature, Grandma, and Dog. And together they voted on if Alaska Airlines should become the 8th member of the group.

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Big Idea: The Care Coalition