Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
Alaska Airlines Uses Surf Data to Offer Swell Deals
For visitors Hawaii is a relaxing West Coast getaway, but for airlines it’s a battleground. Alaska Airlines needed to get the attention of Californian flyers, against much larger competitors, and motivate the flyers to book trips to Hawaii with them over other airlines. This led to Swell Deals, where higher swells meant lower fares. Powered by a Surfline partnership, real-time ocean wave data created customized fares to Hawaii. This campaign increased bookings to Hawaii by 395% YOY, monthly revenue by 17% YOY and earned 500M impressions of free PR.
Brand: Alaska Airlines
Client: Alaska Airlines
U.S.-to-Mexico Aeromexico ticket sales were suffering as the U.S. political climate fanned the flames of anti-Mexico rhetoric. Based on the insight that Americans’ love of discounts could be greater than their rejection of Mexico, we created the DNA Discounts campaign, offering flight discounts to Americans with Mexican ancestry. Despite zero paid media spend, our shocking, newsworthy video garnered 1.6 billion impressions. More importantly, we increased daily revenue 185.8% after the campaign went viral while promoting our brand’s positioning statement: There are no borders within us.
Agency: Ogilvy Mexico
Go Get Gifted
Outspent 9:1, how do you break through with an audience already skeptical of airlines? With a truth that hits home: This holiday season, your presence is worth more than presents. JetBlue’s “Go Get Gifted” gave people the opportunity to be gift wrapped head-to-toe and delivered home just in time for the holidays. We broke through by earning 596M impressions, shifting non-customer perceptions, driving a +22ppt lift in non-customer “First Choice” airline (highest ever), ultimately driving a +1ppt lift in overall market share and generating incremental revenue.
Brand: JetBlue Airways
Client: JetBlue Airways
Agency: MullenLowe U.S.