Our challenge/opportunity

Alaska Airlines is, regionally, a beloved airline. We needed to bring to life an après ski experience for Visa and Alaska Airlines customers in Jackson Hole and Vail during the 2025 ski season as a way to promote new routes. The event engaged and celebrated existing customers of Alaska Airlines while celebrating new routes to these destinations, transporting them into a chic, high energy après party atmosphere.

Our solution/insight/strategy

We targeted our biggest demographic: the Millennial skier and snowboarder. By taking a loyalty event on the road where consumers might not be as familiar with the brand and by celebrating the brand’s new routes in fresh, premium ways, we generated new customers, generated brand engagement, and widened the brand’s reach.

Our success/results/outcome

We created two identical events, in two different regions, each with their own party feel. In Jackson Hole, we transformed a ballroom in a quieter ski town into a party so well attended, everyone on the mountain was talking about it. 

In Vail, you could see and feel the outdoor party from the slopes, making it the one to attend in a town full of après ski events. Two unique vibes, one unified goal: Alaska Mileage Plan sign ups, and great goodwill towards the brand, as we celebrated Alaska Airlines’ newest routes.

KPIs

962 attendees

2,500 Mileage Plan Sign Ups