London and Rome
OVERVIEW
attendees
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Cities
Working in creative partnership with Ralph, Broadsword brought Alaska Airlines’ brand to life with two vibrant, themed celebrations that invited guests to immerse themselves above the clouds.
From the moment guests arrived, the launch felt like more than a route on a map. From the West Coast to London and Rome, guests were brought together to feel part of something more.
Valued customers, employees, partners, media, influencers, stakeholders, and passengers from the inaugural flights were invited to some of the most iconic skyline destinations the European cities have to offer.
In London: The Sky Garden at the Walkie Talkie, one of the most recognisable skyline icons. In Rome: La Lanterna is a modern masterpiece with striking glass facades. When the doors opened, guests stepped into a dreamy environment flooded with low-level dry ice in soft-hued lighting giving the impression of walking through clouds.
Inspired by air travel itself, the experience tapped into the customer’s journey through the space. Once guests arrive at Sky Garden, they passed through airport-style security, reimagined to evoke an Alaska Airlines’ VIP Lane with branded security trays.
Guests received a printed passport upon arrival, guiding them through the evening and Alaska Airlines’ new routes, with stamps available to collect at key moments.
From there they followed a ‘flight path’, a large-scale vinyl graphic flowing through the heart of the experience. It led guests to the focal point: a seven-tiered champagne tower against the stunning backdrop.
A framed screen was installed in the lift that depicted clouds passing to create the illusion of a plane window looking out onto an ascent as the lift rises.
Every detail was thoughtfully produced to encapsulate the worlds that the flight paths brought together. From American jazz played by an ensemble from Guildhall to a custom cocktail menu featuring a ‘Seattle Sour’ and an ‘English Country Garden’, both using ingredients from Alaska Airlines’ in-flight menus. Candy floss machines and a gelato cart were also customised to include flavours such as ‘West Coast Colada’.
Mirroring beloved visitor moments in Rome, we created a playful wine window where guests could summon a glass of wine by ringing a bell.
In line with Alaska Airlines’ industry-leading loyalty benefits and premium products that go above and beyond what customers pay for, keepsakes and prizes were up for grabs across a range of interactive activities and memorable moments.
Guests could win a range of prizes using The Cloud Catcher, a repurposed arcade claw. They could also pick up a custom luggage tag from a live embossing station.
Photo opportunities included a 1960s Vespa on the terrace surrounded by a group of paparazzi and a Polaroid station with a collage-style backdrop of contemporary West Coast travel-style posters and real West Coast plants such as cacti and palms framing the space.
The events successfully engaged key partners across aviation, travel, tourism, government, and corporate stakeholders across Rome and London, with over 600 attendees and representatives from more than 327 organisations across Europe attending.
Social media posts by attending influencers in both cities gained over 300, 000 views across Instagram and TikTok, expanding the reach of the events.
WORK WITH US
If you have an impactful event to deliver, a brief that is still taking shape, or a challenge you are not yet sure how to solve, talk to us about it. Broadsword is corporate events agency who specialises in full service event management from venue finding and design to AV and technical production.
Get in touch with our team to discuss how we can help you with your next corporate event.
