• L-1011 Aircraft Design
  • Local Market Consumer Ad Campaign
  • Local Market Consumer Ad Campaign
  • Local Market Consumer Ad Campaign

Hawaiian Airlines

Hawaiian Airlines began in 1929 under the name Inter-Island Airways Ltd. That year, thousands gathered in Honolulu to witness the departure of Hawaii's first scheduled inter-island flights to Maui and the Big Island of Hawaii. Then, the fleet was comprised of two eight-passenger Sikorsky S-38 amphibian planes. Today, Hawaiian includes a full fleet featuring the Airbus A330, Boeing B767 and Boeing B717 aircraft.

We developed a retro-style campaign for the airline that focused on key selling points of differentiation between other airlines. Continuing to build on the local Hawaiian history, the Hawaiian Airlines campaign focused on Hawaiian style service; the most competitive rates; a Ohana coupon book benefits package; ticket purchase directly through bank ATMs; and, other airline benefits.

The campaign was developed and implemented through print and outdoor advertising in the local and mainland markets. Television was also heavily used with a strong"Hawaiian style" campaign employed in the mainland markets, and a "famous movie" parody style campaign in the local Hawaiian market.

Produced while at Ogilvy & Mather.


View the "Mainland Image" television commercial:

View the "Not Afraid" television commercial:

View the "Eternity" television commercial: