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At SXSW 2025, TDW+Co brought together Alaska Airlines and Hawaiian Airlines for a one-day-only branded house that highlighted the future of travel. This exclusive, invite-only activation invited a next-gen, tech-forward audience into an immersive experience that fused innovation with the warmth and personality of two beloved brands. More than just a tech demo, the space served as a living expression of Alaska Airlines’ human-first ethos—designed to spark both curiosity and calm. Guests explored real stories of innovation, participated in thought-provoking salons, and glimpsed the tangible transformations already taking flight in key airports across the country.
To debut Alaska Airlines' "Lobby of the Future" and deepen awareness of its partnership with Hawaiian Airlines, we needed to captivate tech-forward, next-gen SXSW audiences. Our challenge was to cut through a cluttered event landscape with a one-day-only experience that merged storytelling, innovation, and fun—while balancing authenticity, cultural expectations, and brand education in a high-traffic environment.
We brought the brand to life through immersive activations—bag tag stations, Vibe Quiz, photo moments, and future-focused panels with AI innovation leaders. Over 2,100 guests attended, with an average dwell time of 30–60 mins. The event delivered 41.3K+ photo booth shares, 418 vibe quiz completions, and 362 new Mileage Plan signups. With nonstop foot traffic and a full-capacity venue, we exceeded awareness, engagement, and retention goals.
SXSW is a saturated landscape for experiential marketing. Standing out means crafting moments that feel personal and buzz-worthy. Austin’s local scene values innovation and authenticity—so we leaned into Alaska’s tech-forward vision while integrating nods to Hawaiian hospitality. Guest feedback called for stronger cultural representation, reminding us how vital authenticity is when co-branding across distinct regional identities.
Yes. Alaska Airlines’ AI-powered “Vibe Quiz” helped attendees discover destinations based on personality results—offering a fun, shareable way to explore travel. Panels also showcased innovations like AI-powered ramp agent dispatching, generative AI search tools, and future digital identity features. AI was central both in guest-facing activations and thought leadership content during the event.
