Alaska Airlines

Sangita Woerner, Vice President, Marketing
Natalie Bowman, Managing Director, Marketing & Advertising
Elliott Pesut, Director, Brand Marketing

Mekanism *Lead Agency

Sangita Woerner, Vice President, Marketing
Natalie Bowman, Managing Director, Marketing & Advertising
Elliott Pesut, Director, Brand Marketing

Alaska Airlines took on two much larger competitors in California and established itself as a new contender. On paper United and Southwest had all the advantages: Media budgets up to 20X greater and almost 100% awarenessIf Californians knew Alaska at all, many dismissed Alaska as old, stodgy and only flying to Alaska The future of Alaska Airlines depended on establishing itself in California. Alaska’s advertising punched far above its weight: Alaska increased its Awareness and Consideration with Californians and significantly increased its share of flyers from United and Southwest