Adding a Heavy Helping of Care to Air Travel

We unlocked Alaska’s brand narrative through data-driven analysis including internal stakeholder interviews, product and service prioritization, consumer mindset and state of the category, business ambitions, and cultural attitudes towards travel.

One of our grounding insights: airlines rank #4 in the list of most hated industries. Yet, Alaska is uniquely known for its best-in-class service. 

Alaska’s unique value proposition: Care. It’s a guiding principle that informs business decisions, employee onboarding and differentiation in the category. But we had to define the type of care we offered: bold, fun, playful care that felt uniquely Alaska. This became an organizing principle beyond advertising and has been embraced by the entire organization across business groups.