Our team was tasked with developing an integrated campaign that would encourage Gen Z and young millennial travelers departing from San Diego to reconsider their default airline and choose Alaska Airlines. We identified habit, rather than direct competition, as the primary barrier to switching and developed the campaign platform “Go Try the World, San Diego.”
The 6- to 12-month campaign encouraged travelers to break from familiar routines, explore new destinations and return home with a renewed appreciation for San Diego. Executions included social media, creator partnerships, out-of-home advertising, experiential activations, collectible travel cards, a locally inspired zine, search and retargeting. The campaign aimed to increase consideration, first-time Alaska bookings, cultural relevance and long-term brand preference.
View the presentation here!
Media Planning
I was mainly responsible for developing the campaign’s media plan and determining how Alaska Airlines could reach Gen Z and young millennial travelers across each stage of trip planning. I began by researching media channels, Gen Z travel-planning habits and the values that influence their decisions, including authenticity, meaningful experiences and recommendations from friends and creators.
Using these insights, I developed a social-first media strategy that combined paid social, micro-creator partnerships, out-of-home advertising, experiential activations, search and retargeting. I also created the campaign’s 6- to 12-month flighting strategy, allocated the $1 million budget across channels and identified KPIs to measure consideration, first-time bookings, engagement and long-term brand preference.
Brenna Cline 