Hawaiian Airlines Chooses Starr Seigle For Advertising

HONOLULU, October 8, 1997 -- Hawaiian Airlines has chosen to return to the Honolulu advertising firm that developed the company's image over a 12-year span in the seventies and early eighties. Starr Seigle Communications has been selected to handle all of the airline's local and national print and broadcast advertising.

As part of a routine periodic review of its advertising effort, Hawaiian recently invited several Hawaii-based agencies, including its current agency, Ogilvy & Mather Hawaii, to present proposals to the company. Starr Seigle was ultimately selected on the strength of its industry knowledge and innovative marketing approach.

"We are impressed with the Starr account team's understanding of the airline business and their experience at planning and execution," said Paul Casey, Hawaiian Airlines president and CEO. "Ogilvy has done a good job for Hawaiian over the past decade, but we feel it's time for a fresh approach. Starr Seigle, with its knowledge of our business and previous experience with our account combined with a new creative team, is the best qualified agency to help our airline grow."

Hawaiian's advertising and promotions budget in 1997 totaled $7.6 million.

"We're really excited to be back with Hawaiian Airlines. It's great to be associated with this pioneer kama'aina airline that has made so many contributions to Hawaii," said Jack Bates, president of Starr Seigle, who will head up the agency's team.

Starr Seigle Communications is Hawaii's largest marketing firm, with four subsidiaries and combined capitalized billings in 1996 of approximately $40 million. Many of the state's blue chip companies are Starr Seigle clients, including Bank of Hawaii, Ala Moana Center, Longs Drugs, Halekulani, Hilton Hotels and Nissan.

Hawaiian Airlines, Hawaii's first and largest airline, was founded in Honolulu on January 30, 1929. The company provides eight weekly round trip flights between Honolulu and five West Coast cities as well as three weekly round trips between Honolulu and two South Pacific destinations. It also offers more than 150 daily jet flights among the Hawaiian Islands.