Sparkloft Media originally designed and launched the Alaska Airline’s Weekend Wanderer program in 2015. The objective was to use social media and influencers to promote new routes and inspire short-haul weekend travel during the summer months. Additionally, Alaska wanted to grow the brand’s Instagram community and capture assets of West Coast destinations.
In 2017, Sparkloft and Alaska expanded the program. As Alaska Airlines solidified a merger with Virgin America, the company sought to raise awareness of additional nonstop destinations and showcase Weekend Wanderer beyond Instagram.
Sparkloft designed the Weekend Wanderer program to partner Alaska with social media influencers located in key markets. The influencers traveled on select routes and explored a city during a weekend in their own travel style. While exploring, the influencers documented their trip on their own Instagram accounts as well as Alaska Airline's.
To continue leveraging Weekend Wanderer, Sparkloft recommended expanding the program to include two new "Wanderer" initiatives that would highlight the brand’s growing number of destinations.
Local Wanderer, which launched in 2016, showcases destinations through the eyes of a local resident. Worldwide Wanderer, launching in the fall of 2017, will highlight international travel through Alaska’s codeshare partners.
Beyond destination growth, Weekend Wanderer has also grown well beyond its beginnings, from influencers involved, the quality of content produced and ways in which that content is shared.
Our influencers now have a combined following of over 1.7 million, and a segment of the campaign includes premium content, such as Instagram Stories. Each Wanderer’s story is now shared not only on Instagram, but also on Facebook, Twitter and is featured in a two-page spread in Alaska’s in-flight monthly magazine, Alaska Beyond.
The campaign’s success has been staggering with more than 50 million impressions worldwide. Total engagements top 2 million with more than 1.6 million views. The campaign also inspired intent to book, driving over 85,000 visitors to the Alaska Air website.
Weekend Wanderer’s success also goes beyond metrics: The campaign created an on-brand story that inspires fans and followers to wander themselves and has formed lasting partnerships with influencers and brand advocates nationwide.