Portland Timbers Promos Kick Off

TV spots feature Alaska Airlines employees, promote team and sponsorship

6/14/2011 8:57 am (PT)

Think it would be "a kick" to switch jobs with a Portland Timbers player? And to have Alaska Airlines airport gates overrun with Timbers enthusiasts? Alaska has created six TV commercials fully exploiting the comic possibilities of these two scenarios, and the spots began airing over the weekend.

"We don't do TV for just any sponsorship, but this is the largest sponsorship in Alaska Airlines' history," said Greg Latimer, managing director of brand and marketing communications.

The four 30-second and two 15-second spots were created in association with Alaska's longtime ad agency Wong, Doody, Crandall, Wiener.

"There are dozens of people involved in a project like this," said Molly Brown, Alaska Airlines' manager of advertising and promotions. "We were able to do this in Portland, using our own Portland employees and the Portland International Airport, to showcase the city."

The commercials were shot over three days at the airport and Jeld-Wen Field, the Timbers' home turf. After an open casting call and 15-minute auditions, 24 Alaska Airlines employees were tapped to participate in the TV spots — joining Timbers player Rodney Wallace, head coach John Spencer, the Timbers mascot (lumberjack Timber Joey) and 25 Timbers Army fans.

"One thing we've always done when showing Alaska employees in commercials is cast them with real employees," Latimer said. "These Timbers spots are no different. But unlike a lot of our spots, these actually include speaking roles for employees, and they did a great job."

Participating employees clearly enjoyed being included.

"I think it's exciting," said Customer Service Agent Heather Couch, who served as an extra. "It's fun for us to have something we can be part of as an employee and represent Alaska and our airport."

However, any illusions about this being a glamorous job were soon dispelled by the seemingly endless number of takes.

"It's interesting to see how many different ways you can say the same six words," said Beverly Terry, Alaska Airlines' first officer. "And how many expressions we can have on our faces, over and over again, with little variations each time, until they can get it absolutely perfect."

The first two spots premiered during the telecast of the June 11 Timbers home match against the Colorado Rapids. The match was broadcast on Galavision and Root Sports (formerly FSN Northwest), the regional sports network of the Major League Soccer club.

Only two of the four spots are airing initially and the remaining two will be broadcasted later in the season. View the commercials on Alaska Airlines' YouTube channel www.youtube.com/AlaskaAirVids.