If you live east of say, The Wasatch Mountain Range, you may not know about the success of Alaska Airlines, or that it is the seventh-largest carrier in the US, a key part of a traveler’s itinerary from the Pacific Northwest to California, Hawaii and other locales. You may think they are a quaint little mom and pop airline, who services some hard to get to locales way up north. You would be right about the service areas, but not really about the airline though. Alaska has become one of the most progressive, market savvy and customer friendly airlines in the skies, and this week they took another progressive leap forward in signing Seahawks quarterback Russell Wilson to an endorsement deal.
In addition to all the regular promotional use of likeness and some regular meet and greets, the Airline decided to engage their sports-crazy customers in the area to show their colors as well, and give all those wearing a Wilson jersey while at Sea-Tac Airport priority boarding privileges. They also added on the support of Wilson’s community events to the partnership, all of which gives the deal lots of arms and legs.
All that is very smart and quite fun, but what’s even more important is the timing. With the Seahawks at the top of the pack in the parity-filled NFL, Wilson’s star could be set to rise really quickly on the national stage between now and a potential trip to the Super Bowl. Getting in now with a long-term commitment to one of the game’s fastest rising stars, despite the market he is playing in, is a bet that Alaska Airlines is making on their exposure as well. Taking on a rising star is probably much more affordable than a full blown star, which could happen in just a few weeks. He fits the young, mobile and hip persona that Alaska plays, and having his face and story on board assists not just with Seattle bound passengers (many of which will know him already), but with those heading to far off points who may be fans of other teams and not have really embraced the Seahawks story yet. As the airline goes more national in scope, they now have someone who can deliver them potential wide exposure if he continues to be successful.
Is there risk? Sure. The Seahawks can get upset, Wilson can get injured, some other player could take his spot in that void, especially in a league where careers can sometimes be fleeting. However for Alaska Airlines the risk seems to be a smart one, and helps give a winter compliment to their other sports partnerships which revolve around the area’s successful soccer clubs.
In the end, getting on board with Wilson now is a smart move for the carrier, one which can give them some added miles both in the coming month, and as the surprise star continues to ratchet up the coverage, both for the NFL fan and those millions of casual followers who will be coming on board as the playoffs and Super Bowl fast approach.
Tossin The Bear, Setting A Trend…