Hawaiian Airlines puts its award-winning hospitality at center stage with its new brand platform 'Return to Aloha,' created by whiteGREY.

The new creative campaign is the first iteration of the 'Return to Aloha' brand platform which will be rolled out in further executions throughout 2019. Fellow WPP AUNZ agency, MediaCom were responsible for media strategy and implementation for the new campaign.

Chad Mackenzie, ECD at whiteGREY said the initial challenge was to devise a creative platform which would help overcome the loyalty Australians and New Zealanders have for their national carriers as their airlines of choice, and at the same time spark a desire to travel to Hawaii.

Says Chad: “Our insight very clearly indicated that the people of Hawaiian Airlines, Hawaii’s culture and the Aloha spirit is what makes the airline stand out from its competitors. The result is a campaign showing the people of Hawaii’s kindness and love; the airline’s outstanding service and the beauty of the Hawaiian Islands all under the Return with Aloha banner.

“We see Return with Aloha as a really interesting and authentic creative platform for Hawaiian Airlines which will provide plenty of creative opportunities as we grow together.”

Says Rob Sorensen, VP marketing and e-commerce, Hawaiian Airlines: “Our new brand platform captures the Aloha spirit and will further strengthen our position as the preferred travel partner to inspire Australians and New Zealanders to travel with us to Hawaii.”

The 30-second film launches this week appearing on CUTV, and is supported by OOH, social, digital, and trade.