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Taking on Delta in a Battle Over Hubs

Taking on Delta in a Battle Over Hubs

Training Day

For over 19 years, we've helped Alaska Airlines grow from a regional player to a national airline with the industry's best track record for growth and sustained profitability. Alaska dominated West Coast travel until the Delta decided to establish Seattle as their new international hub. A turf war has ensued in a fight for flyers and loyalty. Sports sponsorships are a big part of that war. So, while Delta stole the NFL Seattle Seahawks sponsorship from Alaska, we stole their QB, Russell Wilson. Our omni-channel engagement campaign for Alaska dominated online conversations. Our share of voice 82% to their 18%. And overall sentiment was 90% positive for Alaska, while only 55% for Delta.


To promote the fact that Alaska has the most nonstop flights to Seattle, we created a contest called “Russell’s 12th Fan Rescue” where we flew home the most deserving out-of-town fans for playoff games.