Welcoming Hawaiian’s Fleet of the Future to Hawaii

RESEARCH
Honolulu-based Hawaiian Airlines has been serving Hawaii’s air transportation needs continuously since 1929 and plays a critical role in the wellbeing of Hawaii’s most important industry, tourism. Hawaiian has become the leading carrier of passengers to the State of Hawaii from destinations in the United States, Japan, Korea, the Philippines and the South Pacific, and also carries approximately 80 percent of the people flying between the islands of Hawaii.

The airline wanted to expand its operations to new markets and did research and studies on the aircraft that would best suit its needs and future plans. In late 2007, Hawaiian took the bold step of committing $4.4-billion to the purchase of a new fleet of 12 long-range Airbus aircraft (with options for 12 additional aircraft) to replace its existing fleet of Boeing aircraft over the coming decade. 

The new Airbus aircraft – comprised of A330-200 and A350XWB-800 aircraft – was indeed Hawaiian’s fleet of the future. Along with upgrading the quality of the fleet, the company’s management team had determined that growth opportunities for Hawaiian were in flying to new markets, particularly in Asia. The carrier’s new Airbus aircraft can carry more passengers, are more fuel-efficient, and can fly further than the Boeing aircraft that they are replacing – essential capabilities for the company to grow and be profitable. 

This massive investment in refleeting needed to be promoted with appropriate fanfare in Hawaiian’s hometown market to help ensure continued patronage and support of residents, government and the tourism industry. As Hawaiian’s public relations firm, McNeil Wilson (MWC) was asked to develop a public relations plan in collaboration with the corporate PR team to maximize appreciation of the company’s investment in the future of Hawaii’s air transportation, and with it, the wellbeing of Hawaii’s tourism industry and the state’s economy. 

PLANNING
MWC prepared a comprehensive public relations plan to welcome “Hawaiian’s fleet of the future” to Hawaii that focused on four major events:

• A330 Acceptance Ceremony at Airbus Headquarters in Toulouse, France – April 28 
• A330 Arrival at Honolulu International Airport – May 3 
• A330 Dedication and Blessing Ceremony – June 1 
• A330 Inaugural Flight – June 4 

GOALS/OBJECTIVES

• Generate appreciation of Hawaiian’s investment on behalf of Hawaii’s resident community 
• Generate appreciation of the contributions of the new fleet to Hawaii’s leading tourism economy including the new route expansions it will facilitate 
• Generate excitement about the new aircraft and the cutting-edge amenities offered to passengers 
• Generate appreciation of new job opportunities created by the aircraft and subsequent growth of the company 
• Demonstrate that Hawaiian’s management is making smart decisions about the company’s future 
• Reinforce Hawaiian’s standing and support by local government, business and other opinion leaders 

TARGET AUDIENCES

• Hawaii residents 
• Hawaii tourism, business, and community leaders 
• Hawaii government leaders 
• Hawaiian Airlines employees 
• Hawaii news media 

EXECUTION
Implementation of the events began early in 2010 and focused on gradually building excitement that would culminate with the public display of the new aircraft and its new passenger features. The challenge in creating and maintaining “buzz” was making sure that each event was not only unique, but also interesting to media and the public at large and explaining how it all tied into Hawaiian’s plan for high-quality service and expansion. A special challenge to overcome was developing a memorable way to tie Hawaiian’s fleet of the future to the future of Hawaii. As noted in the third bullet below, MWC came up with an appropriate solution.

A330 Acceptance Ceremony at Airbus Headquarters in Toulouse, France – April 28
This ceremony at the factory marked the official delivery of the first Airbus aircraft to Hawaiian. More than 200 Hawaiian Airlines employees and guests made the 7,670-mile trip aboard a company aircraft to attend the event. The ceremony featured Hawaiian music and hula, and a traditional Hawaiian blessing. MWC collaborated with HA in coordinating activities for the event and publicized it to local Hawaii media.

A330 Arrival at Honolulu International Airport – May 3
MWC organized a media event to cover the arrival of Hawaiian’s first A330 to Hawaii following its 17-hour nonstop flight from Toulouse. Media were escorted to a designated site on the tarmac at Honolulu International Airport and were able to watch as the A330 did a fly-by over the airport before landing and taxiing to the arrival site. A welcome rainbow water arch was arranged with the airport Fire Department. Interviews were coordinated with the pilots and Mark Dunkerley, Hawaiian’s president and CEO. 

A330 Dedication and Blessing Ceremony – June 1
This ceremony was the official unveiling of the aircraft to the public. More than 600 invited guests attended the event, which was held inside an airport hangar and featured Hawaiian music and hula and remarks from Hawaiian Airlines CEO Mark Dunkerley, Airbus Americas Chairman T. Allan McArtor, and Hawaii Governor Linda Lingle. A special appearance orchestrated by MWC was a surprise performance by the award-winning Pearl City High School Marching Band, and 80 members of a children’s hula halau (dance troupe) at the end of the speeches and blessing of the aircraft – symbolizing how Hawaiian’s fleet of the future will serve future generations of Hawaii residents. Another special touch was placing Hawaiian’s first airplane, a restored 1929 Bellanca CH-300 Pacemaker, under the wing of the A330 – Hawaiian’s oldest and newest aircraft together to reflect the company’s history of service. MWC organized the entire event, including the production of invitations, development of the guest list, securing the entertainment, managing the event flow and emcee script, the set-up, decorations, and staging, tours of the aircraft following the ceremony, and media relations. The event was very successful and guests appreciated being able to see the new Airbus aircraft up-close. 

A330 Inaugural Flight – June 4
MWC arranged a festive send-off at the boarding area for the inaugural A330 flight. The event featured Hawaiian music and hula, remarks by a Hawaiian Airlines executive, and a fresh flower lei given to all boarding passengers. Media access to the ceremony was coordinated by MWC. The event culminated the welcome of the new A330 aircraft to Hawaiian’s fleet. 

EVALUATION
The PR program welcoming Hawaiian’s fleet of the future was a huge success. Each special event served its purpose of reinforcing the intent of Hawaiian’s future plans for the new Airbus aircraft, while continually building on the excitement of the first A330’s arrival and then display to the public. Community and industry leaders embraced the new aircraft and public response was very favorable. 

Most notably, Hawaiian received extensive local media coverage about its new Airbus aircraft, all of which favorably conveyed the objectives of our plan.