Alaska Air Teams With Trailblazers For Cross-Promo | Adweek Alaska Air Teams With Trailblazers For Cross-Promo | Adweek
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Alaska Air Teams With Trailblazers For Cross-Promo

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LOS ANGELES A new cross- promotion between Alaska Airlines and the Portland Trail Blazers is highlighted by five new TV spots that playfully combine images associated with Alaska and the experience of attending a home game in the NBA team's Rose Garden arena.

The spots created by the Portland office of Wongdoody are designed to build on the on-going "Alaska Spirit" campaign introduced by the agency earlier this year. In addition to running during the Blazer's pre-game TV show, the ads are also being shown inside the arena and on Alaska Airline flights.

In one spot, Blazer stars Arvydas Sabonis Antonio Davis and Zach Randolph exchange their uniforms for an "Artic makeover" before heading out too the court. Another spoofs the practice of distributing free merchandise to fans during a time out by firing salmon into the crowd instead the usual tee-shirts. A spot dubbed "call of the wild" replaces the buzzer used at the game with a barking walrus.