Role
Project Manager, Strategist
Client
Alaska Airlines
Platform
Website, In-Person Activations
Focus
Customer Engagement
THE CHALLENGE
Alaska Airlines is known as Seattle’s hometown airport. The company has expanded their network to include more locations outside the West Coast to serve a bigger customer base.
To increase ridership and loyalty within Alaska Air Group, “Alaska Alpine Getaways” was formed. This easily-accessible, low-cost program created partnerships between local ski resorts and Alaska Airlines to promote unique travel opportunities for the skiing and snowboarding communities.
Alaska Airlines also partnered with The Mountain Collective, a ski pass program, to promote traveling on our network to their partner resorts.
In 2024, the program was mostly inactive, and hosted under older site templates that no longer fit Alaska’s modern, premium brand. I was tasked with revitalizing the program with new ski partners and project managing a website refresh.
THE STRATEGY
To refresh the pages, I partnered with the internal web content team to develop wireframes outlining the new content. The team provided multiple layout options and reconstructed the interior resort pages. At the same time, the marketing team created a program style guide full of key messages written in Alaska’s brand voice.
I added 5+ new resorts to the “Alaska Alpine Getaways” program with low-cost ski benefits for the season.
With The Mountain Collective, we hosted a limited-time ski pass sale exclusively for Alaska Airlines flyers.
To promote the program, I collaborated with the email team in their “Global Getaways” sale and worked with corporate communications to include the program in an Alaska Airline’s newsroom article.
For this project, I worked with the web content team to:
- Restructure the “Alaska Alpine Getaways” homepage and interior resort pages to fit Alaska’s updated brand guidelines
- Update the program page to highlight Alaska’s ancillary programs, such as “buy and share miles”, “book hotel stays”, etc.
We launched the updated program in late 2024 and cross-promoted the program with our partner resorts.
THE IMPACT
The refreshed program launched with 10+ resort partnerships with extra perks for Alaska Airlines flyers. We sold 150+ discounted Mountain Collective ski passes, and earned coverage in ThePointsGuy.com (8+ million monthly website readers).
