CLIENT
Alaska Airlines
Natalie Bowman, Managing Director, Marketing and Advertising
Ryan Butz, Managing Director, Customer Loyalty
Danielle Mckenna, Email Marketing Specialist
Madeleine Manzano, Program Engagement Director, Customer Loyalty
Joel Anderson, Email Campaign Specialist
Elizabeth Vernon, Marketing Manager, Guest Communications
AGENCY
Lincoln Bjorkman, Chief Creative Officer
Kerry Mellor, VP, Creative Director
Becky Gelder, Associate Creative Director
Adan Romero, SVP, Executive Creative Director
Amber Macks, Account Supervisor
Michael Joseph, VP, Account Services
Niyati Shah, Sr Manager, Campaign Operations
Kira Sullivan, Sr Account Manager
Kayla Bailey, Strategist
Gary Chung, Email Marketing Specialist,
Eli Barach, Senior Copywriter
Rowdy Gleason, Senior Email Developer
Sierra Houk, Art Director
Katie Grantier, Production Artist
SUMMARY
With Alaska Airlines’ “Dream Postcards” campaign we found a solution to the classic e-commerce conundrum: how to get shoppers to go from browsers to buyers. Inspired by our customers—who see themselves as travelers not tourists—we created a triggered email campaign that used personalization to return people to the purchase funnel using destinations they had just been browsing. By appealing to our guests’ emotional connection with travel we were able to recover revenue and increase bookings, the lifeblood of the airline industry.
