Project Summary

When Hainan Airlines and Alaska Airlines created a new mileage plan partnership, they partnered with Nyhus to launch the new alliance with key stakeholders in the Seattle community. Relying on our deep connections, expertise in event production and engagement with the Chinese community, Nyhus collaborated with the two airlines to create a unique and memorable influencer event.

Challenge

The Seattle-China relationship is deep, multifaceted and expanding. Hainan has served the Seattle market since 2008, connecting travelers from the Puget Sound to multiple destinations in China nonstop. Prior to 2015, however, Hainan, the largest private airline in China, did not have a mileage partner in the U.S. to extend its network. The partnership with Alaska strengthened both airlines’ service to their customers and provided greater connections for passengers. To raise awareness of the partnership beyond traditional marketing efforts, the two companies engaged the region’s key influencers to properly introduce this important relationship.

Results

• Nyhus collaborated with Alaska and Hainan to produce a high-level influencer event. Hosted at Seattle’s Wing Luke Asian Museum, over 300 business leaders and members of the American and Chinese communities attended the celebration.
• Notable guests included executives from both airlines, Seattle Mayor Ed Murray and former Washington Governor and U.S. Ambassador to China Gary Locke.
• The event proved to be so successful that Hainan invited Alaska Airlines for a reciprocal celebration in Beijing four months later.
• The resulting earned media coverage in both countries helped jumpstart cross mileage usage and accrual with key stakeholders.