More than 1,200 VIP customers on June 6 attended this Alaska Airlines event headlined by Super Bowl winner and “Chief Football Officer” Russell Wilson in a Seattle airport hangar. Guests got to walk the red carpet, enjoy fine wine and appetizers and participate in a 1,200-person huddle led by Wilson. The airliner and attendees donated 4.1 million miles to Seattle Children’s Hospital, Make-A-Wish Foundation and Red Cross.
“The goal was to reward our most loyal customers with a unique opportunity to be entertained and inspired by Russell Wilson. The Alaska Airlines brand attributes and Russell Wilson’s personality are closely related, and we used this event to enhance our positive brand perception in the Seattle market,” says Jenna Beardsley Smith, brand strategist at Alaska Airlines.
Periodic videos throughout the evening amplified the event online to those who couldn’t attend. Take a peek at this one. Agency: Moderne Communications, New York City