It's been exciting working with Alaska Airlines when they acquired Virgin America Airlines. The effect on their company culture and marketing was transformative. All of a sudden, they became a more engaging, playful brand.

One of the first ideas we came to them with was offering elite flier status to college students who crushed their classes. They loved it, and we're rolling it out this fall. We've done several other campaigns for Mileage Plan, showcasing its value and utility to folks enrolled in other programs. We also did a very targeted effort migrating elite fliers from Virgin Elevate to Mileage Plan.