• by Fern Siegel , February 6, 2026

Hawaiian Airlines is choosing pregame Super Bowl cover as the time to debut  “We Fly for Hawai‘i,”  which promotes the people and culture of Hawai‘i.

Created by Mekanism, the airline’s AOR, the campaign shows new ways to enjoy Hawaiian Airlines.

The focus is hookipa (hospitality) and cabin design to suggest the island's home. Guided by aloha and kuleana (responsibility), Hawaiian Airlines targets the employees and people who make the state special. 

Key brand initiatives, including Atmos Rewards, are also noted. 

“The opportunity was to move beyond surface-level messaging and tap into something people genuinely feel,” said Jason Harris, CEO at Mekanism. “By anchoring the creative in a real human truth, we were able to build a campaign that earns attention.” 

Mekanism's creative roster includes Alaska Airlines, OKCupid, the NBA and Jose Cuervo.