• by Steve McClellan  @mp_mcclellan, February 14, 2023

VaynerMedia Los Angeles has been appointed as U.S. media agency of record for Alaska Airlines. The business was awarded following a competitive pitch. 

Alaska Airlines spent an estimated $30 million on measured media last year, according to agency research firm COMvergence. Most of the outlay--$21 million—was earmarked for digital with $9 million pegged to off-line channels.

VaynerMedia said it will leverage its “cohort-led approach,” allowing signals that they are seeing in the market to inform media placements.

“We were looking for an agency to bring a unique, innovative approach to our paid media strategies,” said Eric Edge, managing director of marketing and advertising at Alaska Airlines. “With VaynerMedia’s expertise in media buying and planning, we are confident that they can bring new and exciting ideas to the table to effectively connect with potential guests.” 

VaynerMedia will partner with Mekanism, Alaska Airlines’ creative agency of record on future campaigns.

VaynerMedia’s first campaign, focused on Alaska Airlines’ Care Coalition, kicked off in the Bay Area during the Super Bowl.