In a fiercely competitive airline industry, where branding is a battle for visibility, airlines or more specifically in most cases, advertisers, often pour very substantial resources into distinctive advertising liveries—exterior artwork on planes serving as promotional canvases.
Hawaiian Airlines’ recent collaboration with Disney for the Moana 2 movie livery is a prime example. This raises a pressing question: are these promotional liveries, which can cost hundreds of thousands of dollars, worth the investment?
Visitor Lynette left a comment that, among others, piqued our interest: “Any special livery changes like Moana are just a waste of money.” She made that comment either not realizing or caring whose money it may have been.
Let’s explore the costs, marketing potential, and brand-specific benefits of special livery aircraft to determine if they deliver value beyond surface-level appeal.
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The cost of special liveries like Hawaiian’s.
Painting a commercial aircraft in a special livery isn’t cheap. Estimates for such designs on large planes range up to $300,000 or more, depending on the plane’s size and design complexity and execution. For wide-body jets like Hawaiian Airlines’ Airbus A330, the cost can soar. Add complex design features like belly logos, aircraft interior elements or intricate character illustrations, and expenses increase.
Hawaiian Airlines rolled out Moana 2 liveries on three planes: an Airbus A330, an Airbus A321neo, and a Boeing 717. The intricate designs feature beloved Moana characters, immersive cabin details, and even custom artwork on the overhead bins. With such elaborate artistry on multiple aircraft, the investment likely surpasses standard airline livery costs. Visitor Paul reflected, “For that much money, I’d rather see it used in ways that help me as a customer more. I don’t care what the plane looks like.”
But others, like commenter Janelle, see it differently. “There’s something magical about getting on a plane that feels like it’s part of Hawaii. It makes the trip start the moment you board.”
Hawaii brand engagement and audience reach.
While expensive, these unique designs serve as moving billboards with extensive reach. Airplanes with special liveries generate brand awareness and engagement on various levels.
Special liveries are highly shareable, especially when Hawaiian is aligned with franchises like Disney. Social media channels light up with photos and hashtags, creating free advertising as passengers share their experiences with these decorated planes. For passengers, special liveries like Moana 2 create unforgettable moments. Seeing familiar characters rooted in Hawaiian culture adds an emotional touch that reinforces the airline’s brand and enhances the travel experience.
Commenter Leila shared her excitement, saying, “The minute I saw the Moana plane, I felt connected to Hawaii. It was like the Aloha spirit was already there, and I hadn’t even taken off.”
However, some travelers are less enthused. Robert said, “I get it, but I’d rather they spend that money on something useful.” This sentiment echoes a more utilitarian viewpoint, questioning the practicality of livery investments over passenger comfort. But it’s worth noting that the cost was likely borne strictly by Disney, rather than by Hawaiian/Alaska.
A Hawaii cultural connection, not just an advertisement.
Hawaiian Airlines’ collaboration with Disney on Moana isn’t purely for visual appeal. The film reflects Polynesian wayfinding and Pacific Island culture, aligning with Hawaiian’s mission to connect people with Hawaii. This investment is more than an advertising tactic; it becomes a storytelling tool that reflects the airline’s identity. As Hawaiian Airlines transitions under new ownership by Alaska Airlines, this collaboration reinforces its unique cultural role as Hawaii’s hometown airline.
Visitor comments reflect the range of opinions on this cultural tie-in. Lani expressed, “I love that Hawaiian Airlines celebrates the islands with Moana. It’s more than just business; it’s about sharing our culture.”
On the other hand, visitor Tom noted, “It feels a little too commercial. I just want a good flight to Hawaii, not an ad for Disney.” These contrasting perspectives reveal the delicate balance Hawaiian Airlines among others must strike between branding and authenticity.
Marketing efforts and return on investment.
Marketing experts suggest that the visual reach and brand alignment from collaborations like Moana often justify the expense. Special liveries can drive ticket sales, customer loyalty, and interest in the brands. For Hawaiian Airlines, the Moana 2 livery reflects its commitment to share Hawaiian culture beyond traditional advertising. This kind of brand loyalty is difficult to measure but often a key motivator for such investments.
Meanwhile, others, like Erik, remain skeptical, noting, “They could have spent the money on better snacks.” This highlights a practical view that may be confused regarding who pays for such enhancements, and weighs the appearance of investment in branding against potential service enhancements.
The big picture.
While the costs of a special livery can be steep for the advertiser, the long-term benefits in branding, social engagement, and cultural alignment often make these investments worthwhile for airlines with strong brand identities. For Hawaiian Airlines, Moana 2 isn’t just an airplane design—it’s a desire to extend the Aloha spirit to captivate travelers and promote the cultural richness of Hawaii on a global stage.
So, does it work and are special liveries a waste of money? For some airlines, maybe. But for Hawaiian Airlines, the Moana collaboration is a chance to enchant, connect, and remind travelers why Hawaii holds such a special place in the hearts of so many.
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These planes aren’t Moana at all. Moana means Ocean or Sea. If they were ocean or sea planes they would have ski’s on the bottom for landing and not round wheel landing gear. Just try to land in the ocean or sea and see what happens. Wake up Hawaii.
First of all Moana is Not Hawiian. Polynesian yes, but not Hawiian.
Secondly, if Disney paid for it then great. If HA paid for it then they should have spent that to upgrade customers food and drinks and/or gice out leis.
Thirdly, what HA really needs are those 2by2 seats like United and Delta Premium plus.
Finally, who designed the layout flat seats on HA?? I’m 6’2 and can’t fit my feet in the cubby so it’s not lay flat nor can I get my feet in it when upright so the footrest is unusable. Such a poor design. It’s why I actually prefer the recliner first class. And it’s cheaper!
Some Southwest planes have great artwork!
Just paint all these aircraft like palm trees. Has anyone ever seen a flying palm tree. This has more island culture appeal then some commercial advertising.
I can see both sides of the perspectives on this ‘branding’ move by HA and Disney. If Disney is popping for a good share of the cost of painting the aircraft, okay, I’m good. What’s important for the airline to understand is, if you are saying to passengers, ‘Welcome aboard, we are going to take you to a place where you will feel welcome and can relax’, then the aircrew will have to convey that feeling to the passengers during the flight. If that does not happen, repainting the aircraft is just a wasted expense and will alienate the customers, taking it as ‘false advertising.’
How many people can see these banners at 35,000 feet in the air. Not even the passengers in the airplane. I kinda hate to see companies pay big bucks for this type of thing because it just reflects high prices and profits that the corporations make off everyday customers. I don’t know if this issue makes it more of a distraction of airport workers, traffic and people who need to pay attention. More distractions at airports just mean more accidents. Just to put airplanes in the air to display advertisements also isn’t a good carbon footprint that Hawaii is complaining about.
Why would this form of advertising be any different because it is Hawaiian Airlines? Clients pay big bucks to put their message or images on park benches, city busses, light rail trains, bus benches, billboards. How is this different? What did Hawaiian have to say about this question????
Also of note there was actually no painting involved with the Moana liveries it is all stickers. Once the promotion is over into the shop it will go, off will come the stickers and back to regular it will go.
Why do you only make news what Hawaiian does? Airlines all around the world do this. ANA with their honu/Pokémon, EVA with Hello Kitty, Alaska with their salmon/Mariners/Toy Story, etc. Why don’t y’all just make news that really matters to us locals?
While the vagaries of customer activation and building brand equity is too complex to go into here, the bottom line simple, if sales go up be it more frequency or Price premiums then it will continue to be done. If it is doesn’t it won’t be continued. Folks saying they want better snacks are already activated and the quality of snacks is not a deal breaker or high in the hierarchy of needs. Hawaiian loyalists will probably be less impressed but they are not the segments that Hawaiian is trying to activate.
Hawaiian is carrying a heavy debt load. Earning some extra revenue with Disney co-branding seems like a win-win.
Not sure why this is even newsworthy?
No reason for this. What I love about going to Hawaii is that there was not much Disney influence. People spending thousands for a Disney vacation are missing the opportunity to see real beauty not not manufactured overpriced entertainment.
I think that Disney payed a pretty penny to HAL for Moana branding, and I’m sure that HAL did it for a profit.
For sure Jeff…it’s amazing what companies pay to get their brand out there ….motorsports rakes in a huge amount from companies to flash their name to the public at 200 mph! Just a tiny patch on a drivers sleeve is big bucks!…Nice little income for HA this and true to it’s Hawaiian roots
Agreed!
Which would you rather board. The enticing Hawaiian Airlines/Moana plane or the somewhat ugly yellow Spirit Airlines aircraft? One says come on board and enjoy Hawaiian hospitality as you travel to paradise, and the other invokes a feeling that a miserable cramped no service flight awaits. It’s an easy call.
I love logos about Hawaii on the plane l fly, my Hawaii begins on that plane, an extension of Hawaii if you will makes me welcome, let the fun begin!!