Virgin America has fiercely loyal customers. And the members of their frequent flyer program, Virgin Elevate, are the most loyal of all. So when Alaska Airlines acquired Virgin in 2016, we had to assure Elevate members that their points and perks wouldn’t fly out the window. To do that, we proactively reached out via a multi-channel, tier-customize campaign that offered status upgrades, bonus miles and more.

The result: Our new passengers felt understood, cared for, and most of all, welcome.