DO THE MATH

Because Alaska’s guests fly infrequently, so it’s hard for them to see how the generous perks of Mileage Plan™ and Credit Card would apply to them. The goal was to articulate the industry-leading value of the Mileage Plan by “showing the math” in a bold, clear way to drive acquisition goals across channels.

Alaska’s Do the Math campaign is a bold, hyperbolic campaign to capture new MP members and CC holders. The value of loyalty programs and credit cards are super confusing to navigate. Our campaign is bold enough to prove that Alaska has the best program on earth by showing the value in real dollars and cents, using real huge third-party quotes to support our claims.

Results: Increased in-flight Mileage Plan sign-ups by 28%. Increased in-flight credit card sign-ups by 103%. Increase number of times flown by 20% from 120 days pre-Mileage Plan sign-up vs. 120 days post sign-up.