Alaska Airlines Club 49 | PFD Sale
For over a decade, Alaska Airlines has offered a PFD Sale that coincides with the annual distribution of the PFD (Permanent Fund Dividend). In a highly competitive “PFD Sale” landscape, where every big box store and car dealership is offering deep discounts, the Club 49 PFD Sale must attract travel enthusiasts, and motivate Alaskans to choose air travel over big-screen TVs.
MSI approaches each sale with set goals. From there we develop the strategy, media plan, social media engagement and campaign creatives that allow Club 49 to standout in the Alaska marketplace.
Our Role
Creative DirectionDigital AdvertisingGeneral StrategyMedia StrategyRadio ProductionSocial StrategyVideo Production
Social Giveaway
In this example, the creative approach capitalized on recent gathering of UGC (User Generated Content) images from social media promotions to design ads that reflect our audience, Club 49 members and where they travel. Social media strategy included a “pre-Sale Destination Domination” game where engaged members voted on their top dream destinations leading to an overall winner: Hawaiʻi. During the PFD Sale, a second social engagement promotion gave away a trip for four to Hawaiʻi with tickets and lodging – thousands entered to win.
51%
social engagement increase YoY
Media Tactics
Our goal this year was to ensure we had advertising or messaging everywhere, across the state and we met that goal through out of home placements in Anchorage (skybridge display, feather banners at the airport), hyper-local digital ads placed in the 18 communities served by Alaska Airlines, statewide programmatic, direct placed digital, CTV and streaming advertising all driving to a PFD Sale landing page to book trips on alaskaair.com.
The sale was just shy of its revenue goal (met to 98%), average click through rates for advertising were double-or-more than industry or benchmark goals, and total frequency was approximately 7 during the 14-day sale window.
The PFD Sale is loved by Alaskans for great deals to great places. Its loved by MSI for the creative, strategic and execution challenge it presents and the client teamwork it takes to reach our goals.
