ALASKA | HAWAIIAN AIR CARGO

"PRECIOUS CARGO"

Following the merger of Alaska and Hawaiian Airlines, the cargo division needed an awareness campaign to introduce their combined brand to domestic and international freight forwarders. Building on both airlines’ heritage and shared values, the campaign highlighted their expanded network and capabilities. The result positioned Alaska and Hawaiian Air Cargo as a stronger, united partner for shippers worldwide.

A person holding a cardboard box, with a large bouquet of colorful flowers emerging from the box, set against a green background with promotional text for AlaskA and Hawaiian Air Cargo.

A man holding a cardboard box on his shoulder, with flowers, cheese, pasta, wine, a hat, headphones, and a red handbag emerging from the box. The background is blue with promotional text for Alaska Hawaiian Air Cargo.

A collage of colorful advertisement posters for Alaska Airlines Hawaii Air Cargo, featuring images of flowers, fruits, a man holding boxes, and various travel-related items, with text promoting international markets and freight services.

An advertisement for Alaska Air Cargo and Hawaiian Airlines features a city street with tall buildings on either side. A person in a blue shirt and black pants is juggling a large orange ball while looking up. Behind the person, a giant hand holds a large orange ball, creating an optical illusion of the person juggling the ball in the street. The text on the ad reads, 'New global reach. Same personal touch.'

A woman stands outdoors, holding a pink flower in her hands, appearing to look at a large hand holding a pink flower, with a background of potted plants and a building. Text on the image mentions Alaska and Hawaiian air cargo services.

A large pineapple with a hand holding the top leaves, standing in an urban street with high-rise buildings, and a man smiling pointing at it. Text overlays mention growing cargo capacity and personal customer service for Alaska Air Cargo and Hawaiian.

Beyond the campaign itself, all communication materials were updated to reflect the new post-merger airline, including refreshed maps, sell sheets, and brochures, along with a new graphic system showcasing expanded routes into Asia and Europe.