ALASKA AIRLINES

Swell Deals

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Brand Idea

The bigger the waves, the lower the fares.

In partnership with Surfline, the most prominent surf forecasting site, we funneled live data from surf buoys into e-comm and our digital ads to trigger lower fares to Hawaii.

Challenge

Increase sales for West Coast routes to Hawaii in a category where Alaska is outspent - and fare sale messaging is homogeneous.

Insight

More than 1M surfers in California follow wave reports every day. And surfers are willing to drop everything to catch a great wave.

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395%
Increase in bookings (during 5-day promo window)
+17%
On-site revenue (during 5-day promo window)

Awards

Adweek Media Plan of the Year

Winner, Best Use of Data

American Advertising Awards

Win, Data Driven Media

American Advertising Awards

Win, Innovative Use of Interactive/Technology

Webby Awards

Honoree, Real-Time Response

IN THE NEWS

Surf’s Up, Fare Down: Alaska Airlines Offers Data-Based Swell Deals To Hawaii
Forbes
The Bigger the Waves in Hawaii, the Lower the Alaska Airlines Fares
Adweek
Alaska Airlines' New Hawaii Fare Sale Is Based On Surfing Conditions
Conde Nast Travel

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