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ALASKA AIRLINES LAUNCHES BRAND CAMPAIGN HIGHLIGHTING "NORTH OF EXPECTED" CUSTOMER SERVICE

SEATTLE, April 6, 2009 /PRNewswire/ — Alaska Airlines today launched a major new brand advertising campaign designed to showcase its positioning as the customer service leader among airlines. The campaign highlights how the airline's great customer service and low fares, coupled with innovative use of technology to making flying easier, differentiate Alaska from other carriers.

"Customers routinely tell us that what drives them to Alaska Airlines is how our employees go above and beyond what they've come to expect from an airline," said Steve Jarvis, Alaska's vice president of marketing, sales and customer experience. "We've coined the phrase 'North of Expected' to describe this special brand of service."

Two 30-second television spots will air starting this week in the state of Alaska, Los Angeles, Portland, Ore., and Seattle. Alaska Airlines employees are featured in the spots, each demonstrating a different facet of the airline's award-winning customer service.

In “Sensor” Alaska Airlines returns to its roots of empathetic humor to focus on a traveler whose technology is failing him, even in the restroom. Then he gets to Alaska Airlines, where technology actually works and comes with Alaska’s friendly, personal service.

In "Chatter" a typical traveler learns that an overly gregarious businessman, who is talking incessantly into an earpiece in the gate area, is about to be his seatmate. A friendly Alaska Airlines customer service agent steps in to offer him a different seat.

Longtime agency partner WONGDOODY created the campaign, which features television, radio, newspaper, outdoor and transit ads, a microsite and interactive media.

Complementing the television advertisements are radio spots, which feature employee and customer testimonials about "North of Expected" experiences. An interactive "North of Expected" Web site at northofexpected.com extends the brand campaign nationwide and includes a customer "Instant Win" game with daily prizes and extended Web-only cuts of the new television spots.

Alaska Airlines and Horizon Air, subsidiaries of Alaska Air Group (NYSE: ALK), together serve more than 90 cities through an expansive network in Alaska, the Lower 48, Hawaii, Canada and Mexico. Alaska Airlines ranked "Highest in Customer Satisfaction among Traditional Network Carriers (tie)" in the J.D. Power and Associates 2008 North America Airline Satisfaction StudySM. For reservations, visit alaskaair.com. For more news and information, visit the Alaska Airlines/Horizon Air Newsroom at alaskaair.com/newsroom.