Hawaiian Airlines has appointed whiteGREY as its selected agency partner of choice, to support its overall marketing strategy throughout Australia and New Zealand.

The agency will be responsible for strategy, creative, events and sponsorships and will be partnering with WPP AUNZ agency, MediaCom, regarding all media requirements.

Lee Simpson, chief executive officer, whiteGREY, stated, “We are thrilled to be leading the marketing strategy for Hawaiian Airlines to raise brand awareness, consideration and ultimately promote direct bookings to Hawaii from Australia and New Zealand.

“We enjoyed learning about the culture of Hawaii and working to find the truth about what makes Hawaiian Airlines so special. It was also a great opportunity to showcase our capabilities in creativity and technology across the whole customer experience journey. We look forward to partnering with MediaCom to build the business in this important market.”

Katherine Williams, managing director, MediaCom Brisbane, added, “MediaCom is extremely excited to be continuing its relationship with Hawaiian Airlines. Having worked with them, through our partnership with Cole & Weber on digital and performance media since 2015, we have developed a strong understanding of their brand and we are looking forward to now working in collaboration with whiteGREY to drive strong business results across all media channels.”

Rob Sorensen, vice presidnet of marketing, Hawaiian Airlines, commented, “whiteGREY brought together a team of travel experts, and demonstrated a clear understanding and passion for our brand. We are excited to have found a true marketing partner and look forward to a successful partnership and some outstanding work which will make our brand stand out against our competitors and encourage more Australian and NZ travellers to enjoy the unique experience of flying with Hawaiian Airlines.”

Work will be led from whiteGREY’s Sydney office.