Hawaiian Airlines Return with Aloha Australian advertising agency whiteGREY has produced its first piece of work for Hawaiian Airlines. Called ‘Return with Aloha’, at the Australia and New Zealand leisure market, encouraging
“The result is a campaign
leisure travellers to cross
showing the people of
the Pacific and visit the
Hawaii’s kindness and love;
Hawaiian islands (with
the airline’s outstanding
Hawaiian Airlines).
service and the beauty of
According to the agency, while Hawaii appeals as a destination, they wanted
under the Return with Aloha banner.”
to try and break the sense
We’d question whether
of loyalty people have
that’s really unique. Yes,
to their national airlines
the idea of “Aloha” is Ha-
(e.g Qantas and Air New
waiian, but lots of airlines
Zealand).
promote the idea that they
Agency boss Chad Mackenzie says, “Our insight very clearly
51.
the Hawaiian Islands all
embody the spirit and
can make. And as far as the idea of embodying the spirit of your home country goes, this is what Qantas did with its “Australian Spirit” campaign last year. Really to make this campaign work, and to have the idea of “Aloha” stick, we’d say there needs to be more than just a series of ads.
sense of hospitality you
Rather, there has to be a
find in their home country.
wider and ongoing brand
indicated that the people
As a result, while the ad
of Hawaiian Airlines,
is beautifully shot, the
Hawaii’s culture and the
claims about “compassion,
Aloha spirit is what makes
kindness, love” are ones
the airline stand out from
just about any airline (or
its competitors.
indeed hospitality brand)
campaign demonstrating exactly what the spirit of Aloha means, and how the airline lives and breathes it, as part of its day to day operations.
Airline Marketing Monthly | June 2019
it is aimed specifically
