The bigger the waves, the bigger the deal.

Most airline sales are based on a calendar. This one was based on the ocean.

Surfline already occupied a small but obsessive place in surfers' daily lives. They checked it to see what the ocean might do next. Swell Deals connected that behavior directly to Alaska Airlines: the bigger the waves, the bigger the discount.

Swell Deals became the highest-performing sale Alaska Airlines had ever run. It produced a 395% increase in new bookings and $446,000 in revenue in four days. The campaign generated more than 500 million media impressions across 360+ stories.

The idea worked because the promotion and the people it was trying to reach became inseparable. Swell Deals did not tell surfers that Alaska Airlines understood them. It built an airline sale that only made sense if it did.