Alaska Airlines Leverages Real-Time Data In New Promotion: Just The Facts

November 6, 2019 Charlene Sterphone

On November 4, Alaska Airlines launched its innovative “Swell Deals” promotion, providing discounts on flights to Hawaii from the U.S. and Canada based on the size of ocean wave swells around the islands.

How Does The Alaska Airlines “Swell Deals” Promotion Work?

Alaska Airlines partnered with global surf forecasting website Surfline to offer dynamic discounts based on the heights of forecasted waves in 14 different locations around the Hawaiian islands. From November 4^th through November 8^th, Alaska Airlines will discount flight fares for travel through November 20^th as follows:

≤10 ft. swells: 10% off
11-15 ft. swells: 15% off
16-20 ft. swells: 20% off
21+ ft. swells: 30% off

Chart from Alaska Airlines Swell Height Based On Surfline Hawaii Forecast

Discounts will change each day around noon and 5pm PT based on Surfline’s forecasted wave swells. According to Alaska Airlines Managing Director of Brand and Marketing Communications Natalie Bowman, "Flyers today have access to so much more information and in turn, are making decisions based on that data…With the start of surf season in Hawaii, we saw an opportunity to further support our flyers' passions by using the power of data to offer better deals as surf conditions improve."

How Is Alaska Airlines Promoting The “Swell Deals” Sale?

Alaska Airlines is promoting the “Swell Deals” sale on its social media channels and running dynamically-updated digital ads featuring current discounts to build awareness and generate interest. The Alaska Airlines landing pages will be updated throughout the promotion to display the live Surfline forecast and corresponding discount.

Chart from Alaska Airlines Based On Surfline Hawaii Regional Forecast, November 4 at 12AM PT Alaska Airlines Promoting The “Swell Deals” Sale

How Does The Alaska Airlines “Swell Deals” Promotion Impact Marketers?

The Alaska Airlines “Swell Deals” promotion provides a good example of an innovative marketing strategy that can serve as a lesson for marketers. By incorporating real-time data into their promotion, Alaska Airlines has successfully generated buzz and created excitement among their target audience. Alaska Airlines hinted in its press release that it plans to continue using data and experiences in upcoming promotions, “Today it's catching a wave, tomorrow it may be getting out on the slopes when the powder is fresh.”

Are You Interested In Reaching New Target Audiences?

About the Author

Charlene Sterphone, Director of Marketing A focused and highly motivated creative thinker, Charlene Sterphone develops, executes and reports on strategic marketing programs surrounding lead generation, paid search, email, social media, mobile targeting, SEO and compliance as Director of Marketing for Digital Media Solutions (DMS). Throughout her diversified marketing career, Charlene has spent time in both the agency and direct corporate and start-up settings, including positions at Sparkroom, Education Dynamics and CBS Corporation, where she has seen success with digital and traditional marketing campaigns. As an analytical marketer, Charlene enjoys discovering new and innovative tools and techniques and using them to drive growth.
More Content by Charlene Sterphone

DMS Insights: Hospitality & Travel Marketing News

Digital Advertising Innovation Inspiration

Alaska Airlines Leverages Real-Time Data In New Promotion: Just The Facts

How Does The Alaska Airlines “Swell Deals” Promotion Work?

How Is Alaska Airlines Promoting The “Swell Deals” Sale?

How Does The Alaska Airlines “Swell Deals” Promotion Impact Marketers?

Are You Interested In Reaching New Target Audiences?

About the Author

Previous Article

Next Article

Alaska Airlines Leverages Real-Time Data In New Promotion: Just The Facts

How Does The Alaska Airlines “Swell Deals” Promotion Work?

How Is Alaska Airlines Promoting The “Swell Deals” Sale?

How Does The Alaska Airlines “Swell Deals” Promotion Impact Marketers?

Are You Interested In Reaching New Target Audiences?

About the Author

Previous Article

Next Article

Other content in this Stream

A digital ad tax is being debated in Maryland, with opponents concerned about the impact of the tax on advertising revenues.

A KFC mini-movie shocked Twitter, but the QSR is just the latest brand to try long-form branded content.

At-home medical testing companies Let’sGetChecked and Everlywell are seeing explosive growth in online sales, using digital platforms and marketing to scale up revenue.

Many brands use both traditional digital advertising and performance advertising in multichannel digital campaigns, but each strategy offers different benefits.

Thanksgiving traditions may be different this year, but digital solutions are allowing people to shop, celebrate and enjoy the holiday in new ways.

The House Judiciary Committee recently introduced sweeping antitrust reforms that could break up big tech, impacting companies including Amazon, Google and Facebook.

Travel and hospitality will bounce back, and it’s likely to be more Earth-friendly, meaningful and across the open road.

The state of luxury experiences, services and products has seen ebbs and flows as consumers’ shopping – and saving – habits continue to evolve throughout the pandemic.

Major photo and printing brands like Shutterfly, Snapfish and Vistaprint are reinventing the shopping experience and promoting products that represent preservation and permanency in the digital age.

The travel industry has been one of the most impacted industries during COVID-19, and now that summer is here, CVBs are amplifying their efforts to make travel safe.

As the desire to travel heats up, marketers are strategically teaming up with fellow brands to launch innovative summer campaigns despite the ongoing pandemic and coinciding shift in consumer trends.

Brands cannot rely on old gender stereotypes in their advertising, especially when it comes to targeting younger audiences.

As the country begins to reopen, the travel industry begins its road to recovery and rural destinations market themselves as ideal respites for vacationers.

A recent study showed that consumers across generations have different behaviors and expectations for brick-and-mortar businesses reopening.

Travel is among the hardest hit industries by the current pandemic, causing travel companies, airlines and consumers to predict which factors will play a role in recovery.

31 billion digital coupons were redeemed by consumers in 2019. Economic turmoil, high unemployment rates and the motivation to save could propel motivations for accelerated coupon use.

From travel to Target, brands are refining and revising cancellation and refund policies which could have lasting implications.

App use is up while people are in self-isolation, which could impact internet usage moving forward.

Incorporating new digital tools and relevant information, several companies have updated their websites to keep up with consumers’ increased online usage.

Major brands have begun creating, manufacturing and distributing essential items to healthcare workers around the globe.