Skift Take
At least, as a strategy to eliminate competition and quickly acquire hard assets and frontline employees, this acquisition could prove profitable to Alaska Airlines. That's assuming JetBlue doesn’t get to disenfranchised customers first.
In a video and accompanying email, Alaska Airlines CEO Brad Tilden tried to reassure Virgin America employees of good things ahead as the merger between the two companies proceeds.
Both contained overlapping information, with a bit more detail in the email and a more seemingly improvised presentation in the video.
In characteristic Alaska Airlines fashion, Tilden was humble, candid, sincere, and approachable in both.
For the video, he stood on an airline tarmac wearing a simple blue button-cuff shirt. Though his sleeves were not rolled up, he wore a bright yellow safety vest. He might not have been confused for a ground worker, but he certainly resembled a line supervisor.
Tilden began with strong with words of solidarity and unity, referring to himself not as the chief executive, but as a member of the Alaska Airlines family.
“My name is Brad Tilden and I am with Alaska Airlines,” he said.
Both Tilden’s words and body language were perfection. But was the essence of his message enough to assure Virgin America employees and customers?
Same, but Different
He complimented the strong Virgin America brand and the commitment of Virgin employees to offering customers an exceptional product and “incredible service.”
“We like the innovative experience that you’ve designed on board
