WhiteGrey, MediaCom fly away with Hawaiian Airlines

Lindsay Bennett
By Lindsay Bennett | 25 January 2019

WhiteGrey Sydney and MediaCom have won the creative and media account for Hawaiian Airlines following a competitive pitch.

The WPP-owned agencies are now tasked with leading the airline's overall marketing strategy across Australia and New Zealand responsible for strategy, media buying and planning, creative, events and sponsorships.

MediaCom has previously worked with the brand through its partnership with with Cole & Weber on digital and performance media since 2015 and will now extend its relationship. Cole & Weber will no longer work on the account.

The combined WPP effort comes as the holding company continues to drive more collaboration across the group, specifically its media and creative agencies.

Hawaiian Airlines VP of marketing Rob Sorensen said he hopes WhiteGrey will help the airline stand out against competitors and encourage more Australian and NZ travellers to use its services.

“WhiteGrey have brought together a team of travel experts, and demonstrated a clear understanding and passion for our brand," he said.

WhiteGrey CEO Lee Simpson said: "We are thrilled to be leading the marketing strategy for Hawaiian Airlines to raise brand awareness, consideration and ultimately promote direct bookings to Hawaii from Australia and New Zealand."

MediaCom Brisbane managing director Katherine Williams said MediaCom is extremely excited to be continuing its relationship with Hawaiian Airlines.

"We have developed a strong understanding of their brand and we are looking forward to now working in collaboration with WhiteGrey to drive strong business results across all media channels," she said.

Hawaiian Airlines has a smaller presence compared to competitors in Australia, flying under the radar. It's now flagging Australia as a key market as the company continues to lose stock value. In 2018, 

Listed on the NASDAQ, Hawaiian Holdings lost 30% of its value in 2017 and an additional 34% in 2018. 

Hawaiian Airlines CEO Peter Ingram recently said in an interview that it's looking to further capitalise its growing presence in the Australian market, as well as in Japan and China.

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