Russell Wilson – Alaska Airlines Brand Ambassador Campaign
Introducing the Chief Football Officer -- A New Brand Icon in a Multi-Media Campaign
Alaska Airlines had long been part of the sports sponsorship landscape in Seattle, but in 2013, a rival airline bought up the sponsorship of the Seattle Seahawks. In turn, Alaska Airlines signed the team’s star quarterback, Russell Wilson and hired Linksmith to lead a multi year integrated campaign to maximize the partnership and energize the brand. The effort entailed:
Campaign strategy
Television advertising
Radio, print, outdoor and digital advertising
Integrated marketing
Social media engagement
Experiential event ideation and execution
Cause marketing
Alaska Beyond – New Product Branding
Building the brand by unifying features into one powerful product identity.
This project united a multitude of cabin, amenity and service improvements into one memorable brand naming system – Alaska Beyond. In the course of this project, which spanned many departments and people, Linksmith helped with the following disciplines:
Primary consumer research
Concept testing
Naming
Brand architecture
Partner marketing
Campaign strategy and briefing
Celebrity marketing
The Alaska Airlines Plane Pull for Strong Against Cancer
Cause Marketing Featuring Team Russell Wilson and Team Joel McHale..
This event was an excellent example of a brand building energy through connections with popular celebrities in an event that truly engaged fans in person and via social media, all for a noble cause -- ending childhood cancer. Linksmith led the overall effort, including ideation, co-marketing with Seattle Children's Hospital, celebrity negotiation, and agency management through execution.
Celebrity partnerships
Cause marketing
Brand experiences
Social media momentum
Publicity – earned media