Hawaiian Airlines have launched a new creative platform and a new campaign “Return to Aloha” via creative agency whiteGREY.
The new creative campaign is the first iteration of the “Return to Aloha” brand platform which will be rolled out in further executions throughout 2019 and is the first work whiteGREY has produced for Hawaiian Airlines since winning the business late last year.
Fellow WPP AUNZ agency, MediaCom were responsible for media strategy and implementation for the new campaign.
whiteGREY ECD Chad Mackenzie said the initial challenge was to devise a creative platform which would help overcome the loyalty Australians and New Zealanders have for their national carriers as their airlines of choice, and at the same time spark a desire to travel to Hawaii.
Mackenzie said: “Our insight very clearly indicated that the people of Hawaiian Airlines, Hawaii’s culture and the Aloha spirit is what makes the airline stand out from its competitors.
“The result is a campaign showing the people of Hawaii’s kindness and love; the airline’s outstanding service and the beauty of the Hawaiian Islands all under the Return with Aloha banner.
“We see Return with Aloha as a really interesting and authentic creative platform for Hawaiian Airlines which will provide plenty of creative opportunities as we grow together.”
Hawaiian Airlines VP marketing and e-commerce, Rob Sorensen said: “Our new brand platform captures the Aloha spirit and will further strengthen our position as the preferred travel partner to inspire Australians and New Zealanders to travel with us to Hawaii.”
The 30sec film launches this week appearing on CUTV, and is supported by OOH, social, digital, and trade.
ECD: Chad Mackenzie
CD: Ronojoy Ghosh
Copywriter: Grace O’Brien
Snr Art Director: Jerome Gaslain
Art Director: Whitney Moothoo
Art Director: Fong Ong
Client Service Director: Justine Leong
Senior Account Manager: Alex Sunier
Group Director, Digital and Performance – Tom Lyness
Strategy & Planning Director – Hannah MacAuslane
Producer: Alex Hobson
Editor: Mark Brightwell
Photographer: Mark Clinton
Music: Ant Smith