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Hawaii’s surf report is becoming a temporary, pseudo-flight tracker in a new campaign for Alaska Airlines.
In a data-driven bid to encourage more spontaneous and passion-fueled travel to Hawaii, the airline has partnered with the forecasting site Surfline to let the ocean dictate its fares for last-minute seats.
The Swell Deals campaign, which runs from Nov. 4-8, has Alaska running banner ads alongside Surfline’s daily report. As waves rise in the Aloha State, travelers leaving any airport where Alaska has a flight to Hawaii will see their fares drop.