White Grey launches its first creative work for Hawaiian Airlines

White Grey has revealed its first creative work for Hawaiian Airlines after winning the account in January.

The campaign sees the launch of new brand platform ‘Return with Aloha’ which will be carried in further campaigns throughout 2019.

The ads describe the unique experience of flying into Hawaii and feeling a sense of compassion and love, or ‘Aloha’.

White Grey ECD Chad Mackenzie said the challenge in creating the campaign was to overcome Australians’ and New Zealanders’ loyalty to their national carriers.

“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,” said Mackenzie.

“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.”

Rob Sorensen, VP of marketing and e-commrece at Hawaiian Airlines said in a statement: “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 campaign will appear across catch up TV, OOH, social, digital and trade press.


White Grey
ECD: Chad Mackenzie
CD: Ronojoy Ghosh
Copywriter: Grace O’Brien
Snr Art Director: Jerome Gaslain
Art Director: Whitney Moothoo
Art Director: Fong Ong
Client Service Director: Justine Leong
Senior Account Manager: Alex Sunier

Group Director, Digital and Performance – Tom Lyness
Strategy & Planning Director – Hannah MacAuslane

Production: Hogarth
Producer: Alex Hobson
Editor: Mark Brightwell
Photography: Photoplay
Photographer: Mark Clinton
Music: Ant Smith


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