Generate loyalty in a market largely indifferent to airline preference.
Create an emotional connection with Portlanders by activating Alaska Airlines’ first-ever jersey sponsorship in the Timbers’ inaugural MLS season. Tap into the fierce loyalty of “Soccer City” to the Timbers as a way to create loyalty to Alaska. WDCW helped achieve this by designing the jersey logo, executing a “Runway on the Runway” jersey-reveal event, and launching a series of six TV spots featuring Alaska employees, Timbers players, Timber Joey and one frank-talking Scottish head coach.
An 8 percent increase in loyalty among general fliers, and a 13 percent increase in Alaska Mileage Plan™ members who describe Alaska as their hometown airline. Social-media chatter and worldwide earned media with an article in Scotland’s “Daily Record,” “The Oregonian,” the MLS network and ESPN’s Web video of the day.