When we lived in Seattle years ago, I remember the shock when the Space Needle announced they were adding a new deck and changing its appearance. Psychologists came on TV warning of the anxiety that might occur. In the end it all turned out okay.
We hope the same for Alaska Airlines and their decision to remove the lei on their airplanes flying to Hawaii. Featured on their ETOPS 737-800 jets since 2007, the airline is not just removing the lei but re-branding virtually everything for the first time in 25 years.
The launch took place at their maintenance hangar in Seattle earlier this week and the remainder will be unveiled over the remainder of the year in new livery paint jobs, a new website and typography, mobile apps, airport locations, plus other signage and advertising.
“Our goal was to reflect the soul of our company, which is known for its genuine, caring service and top-notch performance.” “We’ve added 90 new markets in the past five years. As we continue to grow, we are updating the outward expression of our brand so it shows up bolder wherever we fly.” — Sangita Woerner, VP Marketing.
Beat of Hawaii says: We’ll miss the lei clad planes.
Meet Alaska Airlines’ Hawaii sales manager Daniel Chun.
Pictured above in front of Alaska’s new 737-800 is Hawaii regional sales manager Daniel Chun. Daniel has been in that position with Alaska for nearly five years. You’ll see him regularly throughout the Hawaiian Islands, promoting Alaska and doing community sponsorship. He is also frequently seen on Alaska flights to and from Seattle. When you see him say hello, he’s very friendly.
Next up: Hawaiian Airlines.
When it comes to re-branding, Alaska Airlines isn’t alone. Next we’ll share what’s going on at Hawaiian Airlines.
When I lived on the Big Island (1975) Alaskans were a large part of the tourist economy….getting away from that bad weather up there ! The Alaskans worked the fishing boats and came to Hawaii to spend their earnings !
Having just returned to the mainland on an Alaska flight a few days ago it seems like Alaska is trying to be Southwest with all of the joking, folksy pre-flight stuff. Enough already.
I did like their email customer service survey – very dramatic and photo oriented.
I will miss the lei.
The Alaska flight attendant uniforms are pretty boring too.
It’s ironic that an Airline named Alaska has a huge presence in Hawaii. Shame they took off the lei as it was a visible sign that the Hawaii market is important to them. Kind of counteracts the name Alaska. Kind of like if Hawaiian was the flag carrier of Alaska.
Seems so unnecessary. The lei is a symbol of welcome and appreciation. What’s there to gain in removing it?
Another marketing game I do not like, how could the friendship a Lei shows be wrong!!
Sounds to me like an alignment to a strategy associated with plans to pull away from the Hawaiian flight route (removing the lei)
Hi Dory,
Definitely not the case. Hawaii represents at least 20% of Alaska’s global business.
Aloha.