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Spirit
of Aloha | Message
of Aloha | March/April 2004
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By:
Glenn R. Zander
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Message
of Aloha
A
Super Start to a Big Year
Aloha!
We're glad to have you on board.
Feb. 14, 2004, marked not only Valentine's Day but also the
fourth anniversary of Aloha Airlines' inaugural flight between
the West Coast and Hawai'i. Since that first flight from Oakland,
Calif., we have grown to 11 long-range aircraft operating
from eight North American destinations with about 20 flights
a day.
We are pleased with the success of Aloha's expansion and we
are most pleased with the reaction of our passengers to Aloha's
service. We often hear that Aloha is the airline industry's
"best-kept secret."
As we expanded into new markets, particularly with our growth
in Southern California, it became apparent that we needed
to find better ways to let more people in our "secret."
Aloha is a small company by airline standards, but we decided
to roll out an advertising campaign in a big way by creating
three new commercials to highlight the differences between
flying on Aloha and flying on "the other guys."
These commercials were created by our advertising agency in
Hawai'i, Milici Valenti Ng Pack, and produced in Los Angeles
using top-quality talent in front of and behind the cameras.
The direction to our agency was that these spots had to be
"Super Bowl quality" because they would debut on
Super Bowl Sunday, the day when almost everyone in our key
Southern California market would be watching the commercials
whether they like football or not.
I hope you've had the opportunity to see one if not all of
the commercials. There's one where a couple checking in for
a flight on the fictional Breeze Airways offers to sit next
to a crying baby to reduce incidental charges for looking
out the window and electing to order peanuts. There's another
where passengers are bidding in a live inflight auction for
a tired-looking cheese sandwich and a lone nondairy creamer.
The third is about a poor passenger who just wants a pillow.
Each highlights in a humorous way that a better experience
awaits passengers who fly Aloha. We don't sell food on the
airplane. We provide free mai tais, cuisine created by Master
Chef Alan Wong and freshly baked cookies served with milk.
Our inflight staff is dedicated to providing a superior experience
for all of our passengers.
So how did the Super Bowl ads do?
The response was beyond our most optimistic projections. The
sales activity for a normal day quadrupled on Super Bowl Sunday
and continued thereafter at levels never before experienced.
Please accept my thanks for getting us off to a Super Start
in 2004. I hope you enjoyed watching our commercials as much
as we enjoyed creating them in order to let others in on our
secret. Our No. 1 objective remains providing you with a better
experience than you get flying on the other guys.
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of Aloha Archive
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