It’s time to dress to impress.
Alaska Airlines is offering the perk of priority boarding to anyone who arrives at the gate decked out in holiday gear on Friday, Dec. 20 — which is so-called “Ugly Sweater Day.”
Not-ugly sweaters will work, too. (But maybe don’t show up wearing the one with Cocaine Santa.)
It’s the third year in a row the Seattle-based airline is observing the day with benefits for those who dress up.
“We know holiday travel can be stressful for some,” Natalie Bowman, Alaska Airlines’ managing director of marketing and advertising, said in statement, “which is why we’ve made sure flying with the ‘merrier carrier’ this time of year is an experience that brings nonstop joy to all our guests.”
Throughout December, the airline also goes all in on seasonal extras, with themed boarding music, decorations and in-flight holiday movies like “Home Alone.” Alaska’s lounges serve up holiday-inspired beverages and cocktails, like snowflake-sprinkled lattes and peppermint mochas. There’s also a decorated Snowplane, which flies through the winter ski season.
Alaska Airlines also sells its own unisex sweater ($30) for those who don’t have their own. Seattle Seahawks quarterback Russell Wilson modeled it for an extra dose of holiday cheer.
