West Coast routes to Hawaii are critical for airlines. Facing pressure from competitors, Alaska Airlines needed to get more people on planes headed
for the islands.

True surf enthusiasts religiously follow swell data online + are more apt to book spontaneous travel if the conditions are right. So, we tapped into this behavior to create the first-ever campaign powered by ocean waves. As the swells around Hawaii went up, Alaska’s fares went down.

This paid social + display campaign went viral in the news, earning 500M PR impressions in the first week. We also drove a 395% increase in bookings YOY.

2021 Bronze Effie
Created at our former agency, Mekanism