Alaska Airlines is challenging consumer perceptions with the new campaign created by Mekanism

Nov. 10, 2017

After completing its merger with Virgin Airlines, Alaska Airlines is challenging consumer perceptions of the airline and the entire industry with the new campaign “That’s How We Fly” created by Mekanism.

Each component of the campaign is designed to resolve a misconception many people have about the airline. ”That's How We Fly,” the first spot in the campaign, reminds flyers that Alaska Airlines goes to more destinations than just Alaska -  it actually connects the West Coast to the world with more than 1200 daily flights and its global partner network.

"FOMO No Mo" and “Power Move,” two of the five newly launched spots, showcase how in-seat power and free text/messaging shouldn’t be reserved for those flyers with status. Finding inexpensive airfare shouldn’t mean your flight can’t be affordable and enjoyable.

Mekanism and Alaska Airlines will release additional spots before the end of the month, speaking to value, global partners, and California travel.

Mekanism founder and executive creative director, Tommy Means commented:

“When many people think of Alaska, they automatically think of lumberjacks and glaciers. So we decided flip that narrative on its head and show a lumberjack on a tropical beach to convey Alaska’s variety of destinations. These little moments of misdirect enable us to bring to life free entertainment, affordable ticket prices, and global destinations in a fresh and memorable way.”

 

The new campaign is set to run 6-8 weeks with TV/Video launching on Monday, November 6 and on a variety of mediums including Facebook, Instagram, and YouTube on Friday, November 10. The two others TV spots include “From San Diego On Up” and “Glocal”.