Alaska Air Group Consolidates Media, Creative Assignments

 

 Alaska Air Group is consolidating its media and creative agency assignments with UM and Mekanism respectively.   

The move follows Alaska Air Group’s $1.9 billion acquisition of Hawaiian Airlines last September. Hawaiian Airlines is retaining its separate brand post-acquisition. Alaska Air Group also operates regional carrier Horizon Air.  

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The Group reported advertising expenses of $78 million in 2023. That figure includes advertising, sponsorships and promotional costs. The company did not break out media expenditures. But agency research firm COMvergence estimates that Alaska Air Group spent $31 million on measured media in 2024 while Hawaiian Airlines spent $5 million. 

Mekanism has been Alaska Airlines’ agency of record since 2016 and will now serve as strategy and creative AOR for the expanded Alaska Air Group. UM will handle media chores. Sibling agency Mediahub previously handled media planning and buying for Hawaiian Airlines.   

In addition to the Group’s expanded airline portfolio the agencies will also launch a new single loyalty program for the client later in the year.  

 

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