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Hawaiian Airlines Taps Sapient as Direct Marketing Agency
[February 24, 2009]

Hawaiian Airlines Taps Sapient as Direct Marketing Agency


BOSTON --(Business Wire)-- Sapient (NASDAQ: SAPE) today announced that it has been selected as the direct marketing partner for Hawaiian Airlines, following an agency review. Sapient will collaborate with the airline to create and implement an e-mail marketing program that drives incremental demand and revenue while optimizing the entire consideration and purchase cycle of Hawaiian's media, communications, and customer relationship management initiatives.



"We initially liked Sapient because of their deep experience in leisure travel and destination marketing -- but, ultimately, we selected them as our e-mail and direct marketing agency because of the creativity and strong project management expertise they demonstrated from the beginning of our discussions," said Rick Petersen, vice president, marketing and sales for Hawaiian Airlines.

Sapient plans to help Hawaiian prioritize and launch campaigns using BridgeTrack®, Sapient's proprietary marketing analytics toolset that provides access to real-time data, yielding meaningful insights into consumer behavior and new marketing opportunities. The work will be driven out of Sapient's office in Santa Monica, CA.


"Hawaiian Airlines is a tremendous brand with a great reputation for quality service, and our entire team is extremely excited to be working with them on their direct marketing efforts. We look forward to a long and successful relationship together," said Alan Wexler, senior vice president and North American business lead for Sapient.

The win with Hawaiian Airlines builds on Sapient's steadily expanding West Coast client roster, which includes a range of marquee brands such as Sony Electronics, Intuit, Virgin Charter, Linksys, HondaJet, Fox Broadcasting, Bare Escentuals and the California Travel and Tourism Commission.

Additionally, Sapient's interactive marketing services group has earned multiple national and regional awards, including 23 Addy's from the San Francisco, Los Angeles and San Diego Ad Clubs, three Webby's and four WebAwards from the Web Marketing Association, all of which recognize excellence in creativity and advertising.

About Hawaiian Airlines Hawaiian has led all U.S. carriers in on-time performance for each of the past five years (2004-2008) and has also been an industry leader in fewest misplaced bags during that same period (#1 from 2005-2007, #2 in 2008) as reported by the U.S. Department of Transportation. Consumer surveys by Condé Nast Traveler, Travel + Leisure and Zagat have all ranked Hawaiian as the top domestic airline serving Hawaii.

Now in its 80th year of continuous service in Hawaii, Hawaiian is the state's biggest and longest-serving airline, as well as the largest provider of passenger air service to Hawaii from the state's primary visitor markets on the U.S. mainland. Hawaiian offers nonstop service to Hawaii from more U.S. gateway cities (10) than any other airline, as well as service to the Philippines, Australia, American Samoa, and Tahiti. Hawaiian also provides more than 160 daily jet flights within the Hawaiian Islands.

Hawaiian Airlines, Inc. is a subsidiary of Hawaiian Holdings, Inc. (NASDAQ: HA). Additional information is available at HawaiianAirlines.com.

About Sapient Sapient, a global services firm, operates two groups—Sapient Interactive and Sapient Consulting—that help clients compete, evolve and grow in an increasingly complex marketplace. Sapient Interactive provides brand and marketing strategy, award-winning creative work, web design and development and emerging media expertise. Sapient Consulting provides business and IT strategy, process and systems design, package implementation and custom development, as well as outsourcing services such as testing, maintenance and support.

Sapient's passion for client success—evidenced by its ability to foster collaboration, drive innovation and solve challenging problems—is the subject of case studies on leadership and organizational behavior used by MBA students at both Harvard and Yale. Leading clients, including BP, Essent Energie, Hilton International, Janus, Sony Electronics and Verizon, rely on the company's unique approach to drive growth and market momentum. Headquartered in Boston, Sapient operates across North America, Europe and India. For more information, please visit www.sapient.com.

Sapient is a registered service mark of Sapient Corporation.

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