Haworth Wins Adweek Media Plan of the Year Award for Best Use of Data
Routes to Hawaii are a major source of revenue for Alaska Airlines and as competition increased it caused a strain on revenue and flight loads. A traditional fare sale wouldn’t change long-term perception, so we had to prove that Alaska understands traveler’s passion for Hawaii. We partnered with their creative agency Mekanism to develop “Swell Deals”; a data-driven campaign controlled exclusively by wave data supplied by swell forecasts from Surfline. The bigger the waves, the bigger the savings for the consumer. We were able to drive over 450MM paid and earned impressions, and travelers were stoked. Over a four-day period we drove a 395% increase in new bookings versus the prior year’s promo week. This campaign is our most recent moment of agency pride as our Alaska team was awarded Adweek’s Media Plan of the Year Award for Best Use of Data.