Industry veteran Eric Edge has been appointed as the Vice President of Brand & Marketing for both Alaska Airlines and Hawaiian Airlines, overseeing the marketing strategy for the combined airline. This move comes as Alaska Airlines integrates with Hawaiian Airlines to create a dual-brand model, preserving the unique identities of both airlines while maximizing their strengths to provide top-notch experiences for guests.
Edge will focus on driving awareness and adoption of the enhanced single loyalty program, premium product offerings, and global network of the combined airline. Key initiatives for 2025 include launching new global gateways from Seattle to Tokyo Narita and Seoul Incheon, as well as introducing a single loyalty program and premium credit card designed for global travelers.
Andrew Harrison, EVP and CCO of Alaska Airlines, expressed confidence in Edge’s leadership and strategic skills, highlighting his track record in building brands. With over 20 years of experience in marketing, brand strategy, and digital innovation, Edge has successfully transformed Alaska Airlines’ premium business strategy since joining in 2022, resulting in increased brand perception and revenue growth.
Alaska Air Group, comprised of subsidiaries such as Alaska Airlines and Hawaiian Airlines, now serves over 140 destinations worldwide. The company is committed to safety, customer care, operational excellence, financial performance, and sustainability. Alaska Airlines is a member of the oneworld Alliance, offering guests more options to travel across 30 airlines and 1,000 destinations globally.
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