Today, Hawaiian Airlines launches “We Fly for Hawai‘i,” celebrating the spirit, people and culture of Hawai‘i, airing before and after the Big Game across the state of Hawai‘i. Developed in partnership with Mekanism, the airline’s agency of record, the campaign is inspired by the Hawaiian word mo‘olelo, meaning storytelling, and leans into the notion that the brand’s story continues to unfold with new and exciting ways for people to experience Hawaiian Airlines.
The campaign positions Hawaiian Airlines as more than a way to get from point A to point B — it shares the spirit of Hawai‘i around the world. From the naming of its aircraft to its onboard hoʻokipa (hospitality) and cabin design, every detail reflects the airline’s island home. Guided by aloha and kuleana (responsibility), Hawaiian Airlines proudly serves its communities and welcomes its guests with warmth and a deep respect for the culture that defines it.
The work incorporates employee-generated content, giving the campaign an authentic, made-by-its-own-people perspective. It will also spotlight key brand initiatives, including Atmos Rewards and Huaka‘i by Hawaiian, further connecting guests to the airline’s offerings and Hawaiian culture.
The campaign will run in the Super Bowl on February 8, 2026 during pregame coverage. Please see below for quotes and team credits and let me know if you’d like to cover. Thank you!
