SURFLINE + ALASKA AIRLINES

SWELL DEALS - MEDIA PLAN OF THE YEAR

Agency: Mekanism

Partnering with Surfline, the preeminent surf forecasting site,  Alaska Airlines created Swell Deals,
a category-first program where discounts are generated based on the waves around the islands.
Wave data from offshore buoys directly drove discounts during the sale and travel period.
The bigger the waves got, the bigger the discount. 

The promotion was the highest performing sale Alaska Airlines has ever run. 
Seeing a 395% increase in net new bookings, and $446K in revenue in just 4 days.
Press impressions reached over 500mm as word of the campaign spread through the media.
Reaffirming Alaska’s rightful place as the go-to airline
for west coast travelers headed to the islands.

Media impressions (For dates Nov. 4 – Nov. 7):

360+ stories

Impressions: 500MM

17% increase in on-site revenue

12% lift in the number of people shopping for flights on AlaskaAir.com*

395% increase in new bookings*

SENTIMENT - 100% POSITIVE