• by Danielle Oster , February 24, 2025

Last September, Alaska Air Group completed an acquisition of Hawaiian Airlines parent company Hawaiian Holdings, Inc. for around $1.9 billion. Now, the union of the two airlines is taking flight in the debut of its joint marketing campaign.

The effort also marks a new focus on influencer marketing for Alaska Air Group. A continuation of the “Welcome To Alaska Airlines” campaign introduced last year, the campaign launched this month follows Alaska Airlines’ “Upgrade Unlocked” promotion.

Alaska Air Group partnered with agency Mekanism on the campaign, in which influencers based in, or traveling out of, specific airline hub regions highlighted their premium travel experiences with cross-promoted content. Influencer marketing initiatives will run across video, digital, social and regional OOH for both the Alaska Airlines and Hawaiian AIrlines brands for 2025, with the goal of promoting the premium benefits of the freshly combined airline networks.

For example, “The Bachelor”  alum Rachel Nance focused on new routes to destinations including Mexico and the Bahamas, while viral mixology influencer Hannah Chamberlain highlighted Alaska Airlines’ Premium Class experience, and and podcaster Cameron Oaks Rogers shared “features that provide the peace of parenting while flying in Alaska Airlines’ new cabins,” according to the company.

The campaign was designed to drive “growth and loyalty” across both airlines, according to Eric Edge, managing director for marketing and advertising at Alaska Airlines.

"Putting influencers at the center of the campaign really helped us connect with next-gen travelers in a new way,” also allowing “each influencer [to] shine in a genuine, relatable way," said Max Eastman, creative director at Mekanism.