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Hawaiian Airlines promotes top marketer (Score 52)
company in 2007 as senior director of transformation and worked his way up to marketing SVP in 2014. He will now be responsible for brand, product, customer experience, direct sales, marketing, loyalty and communications. While promoted marketing DMs do not always make big changes, this promotion could still lead to spend shifts or agency reviews.
Per iSpot, HA spent $3.8k on national TV ads YTD during programming such as "College Basketball" and "High School Football." It spent about $21k in this channel during 2021 (all during Q4), a significant jump from $4.7k spent in 2020.
According to Pathmatics, HA earned 125.2m impressions YTD through Instagram ads (48%), Facebook ads (38%), mobile video ads (5%), desktop video ads (5%), desktop display ads (2%) and mobile display ads (1%). It placed the majority (99%) of these ads site direct onto sites such as instagram.com, facebook.com, youtube.com, ktla.com and finance.yahoo.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto abc7news.com. It spent approximately $1m on digital display ads YTD, a slight (9%) increase from $919.8k spent in this channel during the same time period of 2021. Full-year spend fell by 18% from $4.6m in 2020 to $3.8m in 2021.
Sellers-- HA appears to be targeting millennials and Gen-Zers as it allocates the majority of its marketing budget towards digital channels. This year, it placed the majority of its ads directly onto social media sites Instagram and Facebook, which are very popular among these demographics. It does utilize national TV ads, just rather sparingly compared to digital ads. HA also invests in OOH, print, radio and local broadcast TV ads, per Kantar. I do not expect Mannis to implement any radical changes because he has been with the airline since 2007. Sellers should reach out to offer relevant ad space.
Agency & martech readers-- HA appointed Mediahub.