Alaska Airlines launched an advertising campaign dubbed "North of Expected" that touts the carrier's friendly customer service, low pricing and technology.
As part of the initiative, two 30-second TV spots began airing last week in Alaska as well as in such key markets as Los Angeles; Portland, Ore.; and Seattle.
The commercials use humor to highlight Alaska's commitment to its passengers, as when a customer service agent switches a passenger's seat assignment after the flyer realizes his seatmate will be a chattering businessman with an earpiece.
Complementing the TV commercials are radio spots and an interactive website, www.northofexpected.com, that includes an Instant Win game with daily prizes and web-only cuts of the TV ads.