Care Coalition

We upped the ante for empathy in the airline industry.

Idea

The most caring airline.

Instead of trying to convince flyers of how caring Alaska is, we gathered the most caring characters in the universe to do it for us. With some help from Tan France, Nick Cho (@YourKoreanDad), and even the Care Bear™ crew, this campaign boldly proclaimed Alaska’s commitment to care and proved it out through tangible benefits.

Challenge

Airlines rank #4 on the list of most hated industries, following internet providers and cable companies. We had to give Alaska Airlines a differentiated brand platform, and prove that an airline caring about you isn’t an oxymoron.

Insight

While people don’t typically associate “care” with airlines, Alaska has the best service in the industry (and 12 years of J.D. Power Customer Satisfaction trophies to prove it).

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