Approach: 

To show in a visually appealing way all the “extras” that are included when flying with Hawaiian Airlines from Sydney and Brisbane to Honolulu. I also added a cheeky jab at the opposition (Jetstar), with whom you pay for all their extras. This was visualised by a small area of the media space being taken up by a roughly illustrated seat, squeezed typography on an orange background.

I developed a dominant suite of icons depicting the”extras” which gave the campaign key visual elements which played out throughout the media.

This campaign ran in various media including the Traveller section in the Sydney Herald on Sunday, online, various large format Outdoor Media including large buildings/lifts on the Executive Channel.