HONOLULU, April 30, 2003 -- Last year's blockbuster animated film, Disney's Lilo & Stitch, continues to be a winner for Hawaiian Airlines as the company was honored recently with a “Reggie Award” for its marketing campaign as the movie's exclusive domestic airline partner in 2002. Hawaiian accepted the award at the annual Promotion Marketing Conference in Orlando (FL).
The Reggie Awards, whose name is derived from “cash register,” are to marketing promotions what the Oscars are to movies, rewarding excellence in planning, creativity, and execution. Hawaiian received a Silver Reggie Award for second place in recognition of the Lilo-themed campaign developed in conjunction with Starr Seigle Advertising.
Hawaiian's partnership commitment primarily involved furnishing Disney with hundreds of trip packages for sweepstakes prizes nationwide, as well as providing air travel to filmmakers and key performers for the June world premiere in Hollywood and Hawaii-based events.
In return, Hawaiian made the most of the partnership by capitalizing on Disney's publicity of Lilo & Stitch to brand and promote the airline via marketing programs nationally, in its Western U.S. markets, onboard all transpacific flights, and in Hawaii.
The impact of Hawaiian's comprehensive marketing program was evident in various ways. Nationally, TV and radio commercials, as well as promotional mentions about the airline generated an estimated $700,000 in broadcast media exposure. Hawaiian also sponsored a movie-themed, expanded section in Family Fun magazine promoting Hawaii as a destination.
Lilo & Stitch was prominently incorporated into the airline's onboard marketing. Hawaiian produced a special movie-themed inflight video profiling Hawaii's attractions hosted by international model and professional surfer Malia Jones. The film's musical soundtrack and segments of dialogue between characters were featured in the airline's inflight audio program. Promotional ads were also placed in Hawaiian's inflight magazine, Hana Hou!
Especially popular with younger passengers was Hawaiian's foldout Lilo & Stitch map of the islands, featuring fun information about Hawaii and discount coupons that was given to all children aboard transpacific flights.
The company's employees enthusiastically embraced the spirit of the partnership, wearing Lilo-themed lapel pins and buttons and showcasing other promotional collateral products in the context of their daily work. Customers responded in kind, often requesting the pins and promotional products for souvenirs.
Set on Kauai, Disney's Lilo & Stitch is the heartwarming story about the bond of ‘ohana (family) that develops between Lilo, a lonely little Hawaiian girl, and Stitch the new “pet” she adopts who is actually an escaped genetic experiment from an alien planet.
Founded in Honolulu 73 years ago, Hawaiian Airlines is Hawaii's longest-serving and largest airline. The nation's 12th largest carrier, it is the second-largest provider of passenger service between the West Coast and Hawaii and offers nonstop service to Hawaii from more mainland U.S. gateways (nine) than any other airline. Hawaiian Airlines also provides approximately 100 daily jet flights among six Hawaiian Islands as well as weekly service to American Samoa and Tahiti.
In addition, Hawaiian is participating in the federal government's Civil Reserve Air Fleet, transporting Armed Forces personnel between the U.S. and points in the Pacific and Middle East. The company takes pride in its innovative service programs that deliver on the promise, “Hawaii Starts Here.”
Additional information on Hawaiian Airlines is available at www.HawaiianAir.com.