TheBuzz
TheBuzz
The proposed merger of Aloha and Hawaiian airlines has some biting their nails and others champing at the bit, but neither side can say with certainty what to expect. Ad industry buzzes
about ‘Dakine Airlines’Among those likely needing new manicures are the airlines' advertising agencies and those who handle public relations for the companies.
According to industry insiders, each airline's advertising contract is worth about $1.5 million a year. Agencies and their clients usually decline to divulge or confirm such information.
As the newly formed Aloha Holdings Inc. works to trim $90 million in its combined inter-island carrier of the future, it's not likely to flat-out combine ad budgets to create a $3 million contract. However, money even close to that presents a drooling opportunity for any agency hoping to woo the new airline.
Any conceptualizing by brand marketing gurus, creative copy writers or doodling toward a new logo and livery by graphics departments without so much as a name for the new carrier would be speculative. There are no "marching orders" for marketing the new airline. Communications-Pacific Inc., the public relations company retained by Aloha Holdings creator TurnWorks Inc., did not return a telephone call.
Public relations contracts do not generally get as much attention since the dollar values are often smaller. Hawaiian Air PR agency McNeil Wilson Communications Inc. partner David McNeil supports the merger, though he said he doesn't know if the resulting new entity will retain his company's services. Aloha Airlines' PR efforts are handled in house.
Aloha Airlines has a 22-year history with the advertising agency Milici Valenti Ng Pack Inc., according to President and CEO Nick Ng Pack. Since the relationship began, the firm has gone through a handful of name changes, but has consistently been referred to by industry insiders simply as "Milici."
Hawaiian's advertising has been handled by Starr Seigle Communications Inc. for the past four years, after it won the business back from another agency, and for 10 years before that, according to Chairman and Chief Executive Jack Bates.
"I've been in the airline business since I was practically born," he said. "It's been a love of mine." Bates worked on the client side, serving with United Airlines for 10 years, and Alaska Airlines for five before going to the advertising side.
Despite the long relationships, both ad men were surprised by the announcement. "We learned yesterday just like you did," said Bates, while Ng Pack said it was as much of a surprise to him as it was to everybody else.
Both agency leaders expected to have more details in a week, but in the meantime each will continue with its work for the airlines.
Erika Engle is a reporter with the Star-Bulletin.
Call 529-4302, fax 529-4750 or write to Erika Engle,
Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210,
Honolulu, HI 96813. She can also be reached
at: eengle@starbulletin.com