Aloha begins at OAK | Case Study by CIRCA

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Aloha begins at OAK

Circa Now has a long history of strategic thinking, senior leadership, and a deep commitment to customer service. We also know how to pull the psychological levers that make consumers want something. When the product is Hawaii, it makes our job a whole lot easier. Back in 1927, OAK was the first airport to offer flights from the mainland to Hawaii. Fast forward to 2018, when OAK was introducing new flight service to the islands via Southwest Airlines. We leveraged that history and legacy to create a campaign that showed that OAK speaks Hawaiian. Literally. Juicy Hawaiian imagery paired with Hawaiian language headlines hit on all the messaging points, in a way that made people want to board a plane at OAK.

What was the main challenge in this project?

Oakland International Airport, the first airport with flights from the mainland to Hawaii back in 1927, wanted to to reinforce their leadership in flights offered to the Hawaiian Islands. And there was no better time than the introduction of new flight service from Southwest Airlines.

What was your solution or approach?

Nobody, at least among airports, knows Hawaii better than OAK. To demonstrate that, we reintroduced the pleasures of Hawaiian travel in a language both locals and Oakland Airport know well. We also took the opportunity to educate those who weren’t as familiar to the Hawaiian language.

What was the outcome or impact for the client?

“Aloha Begins at OAK” campaign is considered one of OAK’s most successful, and longest running. Hoʻomaikaʻi iā ʻoe!