Alaska Airlines passengers wearing ‘ugly’ Christmas jumpers can board flights early

The airline is celebrating National Ugly Christmas Sweater Day

Priority boarding is rewarded to Christmas jumper-wearers

National Ugly Christmas Sweater Day is no longer just a made-up thing on 15 December – it can now legitimately get you special treatment.

Alaska Airlines is running a one-day promotion in celebration, whereby passengers wearing ugly Christmas jumpers will get to board the plane 15 minutes early, skipping smugly past their staidly dressed counterparts.

The perk is extended to customers on all Alaska Airlines, Virgin America and Horizon Air flights across its network of 115 cities, reports CN Traveler.

“Travel during the holidays can be stressful for guests, especially those who do not travel often,” said Natalie Bowman, managing director of marketing and advertising at Alaska Airlines.

“This fun promotion not only allows guests to board early on that day, but gives people another opportunity to dust off that ugly holiday sweater hanging in the back of their closet.”

The required ugliness of the jumper is not stipulated, but anything that includes LED lights, tinsel or music is likely to see customers sweep on board first.

If that wasn’t festive enough the airline will also be playing Christmas music as passengers board the aircraft throughout the entire month of December ”to help get guests into the holiday spirit.“

The airline is encouraging travellers to upload videos and photos of their ugliest Christmas jumpers to Twitter using the hashtags #UglySweaterDay and #MostWestCoast. On a more serious note, it is also advising customers to arrive at the airport at least two hours before their flight due to potential congestion at the airport during the festive period.

The promotion makes a change from negative sartorial airline stories; United Airlines came under fire in March after an agent stopped two girls from flying because they were wearing leggings. Airline officials said that they can “refuse passengers who are not properly clothed.”

Another girl wearing grey leggings had to change before she was allowed to board her flight at Denver International Airport. A witness said the girl appeared to be 10 years old and was attempting to fly from Denver to Minneapolis.